Reviews: TV Commercial; Yeast extract with irony

BMP DDB Needham

Marmite has wheeled out one of the oldest advertising cliches in the book for its latest advertising offensive: the taste test. The recipe is delightfully simple: take a selection of product samples to the man in the street, encourage them to try it and film the hilarious results.

There have already been numerous variations on this theme, including a supermarket challenge for Stork Margarine, the Daz doorstep challenge and, the mother of them all, the Pepsi Challenge taste test which, after decades, is still going strong.

Now comes Marmite with its particular twist on the well-worn theme. The scene: a local shopping centre. The cast: shiny Marmite reps in natty uniforms proffering toast spread with Marmite to unsuspecting shoppers. The plot: some passers-by love it, others loathe it. The denouement: chaos, as Marmite lovers storm the reps to get some more.

The message? Goodness only knows. For as we all know only too well, some people love Marmite while others hate it. In fact, "love it, loathe it' is the theme of Marmite's current campaign.

What the new ad fails to address is just how to encourage lapsed eaters (or those poor souls who have never tasted it) to give it a go. Positioning it as something you'll either love or loathe is hardly an enticing proposition.

Still, the ad's been made with tongue firmly in cheek as part of a broader campaign meticulously crafted to build the Marmite cult. As well as the TV commercial, which broke on TV this week (10 November), there's also two poster ads aimed at drivers: "Honk if you eat Marmite" and "You'll honk if you eat Marmite".

Perhaps the most inspired element, however, is an Oxford Union debate to be staged by the food company at the Union next Monday (17 November).

"This house believes that Marmite is a national icon and, as such, should be subsidised by the government and given freely to all British citizens" is the topic up for discussion. Marmite fanatics Neil and Christine Hamilton will argue the case for - proof, surely, that the couple will take money for anything.

Suggested Topics
Have you tried new the Independent Digital Edition apps?
Life and Style
ebookNow available in paperback
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs General

    Recruitment Genius: Software Developer

    £27500 - £35000 per annum: Recruitment Genius: This is an exciting opportunity...

    Recruitment Genius: Telemarketers / Sales - Home Based - OTE £23,500

    £19500 - £23500 per annum: Recruitment Genius: Experienced B2B Telemarketer wa...

    Recruitment Genius: Showroom Assistant

    Negotiable: Recruitment Genius: This global company are looking for two Showro...

    Recruitment Genius: Telesales Executive - OTE £25,000

    £15000 - £25000 per annum: Recruitment Genius: This publishing company based i...

    Day In a Page

    Fifa corruption: The 161-page dossier that exposes the organisation's dark heart

    The 161-page dossier that exposes Fifa's dark heart

    How did a group of corrupt officials turn football’s governing body into what was, in essence, a criminal enterprise? Chris Green and David Connett reveal all
    Mediterranean migrant crisis: 'If Europe thinks bombing boats will stop smuggling, it will not. We will defend ourselves,' says Tripoli PM

    Exclusive interview with Tripoli PM Khalifa al-Ghweil

    'If Europe thinks bombing boats will stop smuggling, it will not. We will defend ourselves'
    Raymond Chandler's Los Angeles: How the author foretold the Californian water crisis

    Raymond Chandler's Los Angeles

    How the author foretold the Californian water crisis
    Chinese artist who posted funny image of President Xi Jinping facing five years in prison as authorities crackdown on dissent in the arts

    Art attack

    Chinese artist who posted funny image of President Xi Jinping facing five years in prison
    Marc Jacobs is putting Cher in the limelight as the face of his latest campaign

    Cher is the new face of Marc Jacobs

    Alexander Fury explains why designers are turning to august stars to front their lines
    Parents of six-year-old who beat leukaemia plan to climb Ben Nevis for cancer charity

    'I'm climbing Ben Nevis for my daughter'

    Karen Attwood's young daughter Yasmin beat cancer. Now her family is about to take on a new challenge - scaling Ben Nevis to help other children
    10 best wedding gift ideas

    It's that time of year again... 10 best wedding gift ideas

    Forget that fancy toaster, we've gone off-list to find memorable gifts that will last a lifetime
    Paul Scholes column: With the Premier League over for another year, here are my end of season awards

    Paul Scholes column

    With the Premier League over for another year, here are my end of season awards
    Heysel disaster 30th anniversary: Liverpool have seen too much tragedy to forget fateful day in Belgium

    Liverpool have seen too much tragedy to forget Heysel

    Thirty years ago, 39 fans waiting to watch a European Cup final died as a result of a fatal cocktail of circumstances. Ian Herbert looks at how a club dealt with this tragedy
    Amir Khan vs Chris Algieri: Khan’s audition for Floyd Mayweather may turn into a no-win situation, says Frank Warren

    Khan’s audition for Mayweather may turn into a no-win situation

    The Bolton fighter could be damned if he dazzles and damned if he doesn’t against Algieri, the man last seen being decked six times by Pacquiao, says Frank Warren
    Blundering Tony Blair quits as Middle East peace envoy – only Israel will miss him

    Blundering Blair quits as Middle East peace envoy – only Israel will miss him

    For Arabs – and for Britons who lost their loved ones in his shambolic war in Iraq – his appointment was an insult, says Robert Fisk
    Fifa corruption arrests: All hail the Feds for riding to football's rescue

    Fifa corruption arrests

    All hail the Feds for riding to football's rescue, says Ian Herbert
    Isis in Syria: The Kurdish enclave still resisting the tyranny of President Assad and militant fighters

    The Kurdish enclave still resisting the tyranny of Assad and Isis

    In Syrian Kurdish cantons along the Turkish border, the progressive aims of the 2011 uprising are being enacted despite the war. Patrick Cockburn returns to Amuda
    How I survived Cambodia's Killing Fields: Acclaimed surgeon SreyRam Kuy celebrates her mother's determination to escape the US

    How I survived Cambodia's Killing Fields

    Acclaimed surgeon SreyRam Kuy celebrates her mother's determination to escape to the US
    Stephen Mangan interview: From posh buffoon to pregnant dad, the actor has quite a range

    How Stephen Mangan got his range

    Posh buffoon, hapless writer, pregnant dad - Mangan is certainly a versatile actor