creative impulse

Why, you may have asked yourself in recent weeks, is one TV ad for Marmite singing the praises of the product, while another apparently denigrates it? The creators give their explanation below. One television ad, with the familiar "My mate Marmite" slogan, shows the distinctive jar being lovingly stroked and polished, while a second, entitled "I hate Marmite", depicts the jar as a pin cushion and a brick being thrown into a pond. The advertising will continue to run nationally until the spring.

The client: CPC (UK)

Amanda Hawkins, marketing manager

Basically, the brief to the agency was to increase the frequency of usage of the product among young people. If you were given Marmite as a young child by your mother, you tend to stay with it for life. But as you grow up, and start making your own food choices, it tends to disappear from your food repertoire, and is unlikely to reappear until you have children of your own. There is, then, a gap in product usage among people aged between 20 and 30. We feel they could be eating more Marmite, and so we want to get the brand out of the cupboard and back into their lives. We also wanted to make it OK for these people to eat it - to make it more fashionable, and less mumsy.

There is also the fact that this is a product that people either love or hate. The "My mate ..." ad is to make the people who love the product feel good about it, and the "I hate ..." ad recognises that people who hate it are not going to come into the brand in a million years. We're trying to bring Marmite to the front of people's minds, and also challenge people who've never tried it to find out what camp they're in.

The agency: BMP-DDB

Simon Little, board account director

The need to direct the brand towards the 20-30 age group dictated the tone of voice of this advertising. But first, we went out and did a lot of qualitative and quantitative research to make sure not only that we were hitting the right tone, but also that we weren't alienating our broader audience - mothers with children, for example.

Really good advertising stems from a truth about the product, and the truth about Marmite is that people either love or hate the taste of it - there is no middle ground. That was the creative spur, and we decided to go for something slightly anarchic, to capture the attention and imaginations of our target age group. Our idea was to have a series of dramatic vignettes that would appeal to young people, on the one hand showing people who adore the product, and on the other showing a bunch of people who can't stand it. Basically, we wanted the sort of visuals that would make lapsed users reappraise Marmite; we weren't aiming to convert people with this campaign.

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebookA unique anthology of reporting and analysis of a crucial period of history
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
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.

iJobs Job Widget
iJobs Media

ERP Business/ Implementation Analyst

£40000 - £45000 per annum + competitive: Progressive Recruitment: This is an e...

Software Developer / Software Engineer

£Neg. (DOE) + Excellent Benefits: Guru Careers: Combining a passion for Softwa...

Lead Software Developer / Senior Software Developer / Technical Architect

£Neg. (DOE) + Excellent Benefits: Guru Careers: Lead Software Developer / Seni...

Digital Designer / Web Designer

£Neg. (DOE) + Excellent Benefits: Guru Careers: A Digital Designer / Web Desig...

Day In a Page

A new Russian revolution: Cracks start to appear in Putin’s Kremlin power bloc

A new Russian revolution

Cracks start to appear in Putin’s Kremlin power bloc
Eugene de Kock: Apartheid’s sadistic killer that his country cannot forgive

Apartheid’s sadistic killer that his country cannot forgive

The debate rages in South Africa over whether Eugene de Kock should ever be released from jail
Standing my ground: If sitting is bad for your health, what happens when you stay on your feet for a whole month?

Standing my ground

If sitting is bad for your health, what happens when you stay on your feet for a whole month?
Commonwealth Games 2014: Dai Greene prays for chance to rebuild after injury agony

Greene prays for chance to rebuild after injury agony

Welsh hurdler was World, European and Commonwealth champion, but then the injuries crept in
Israel-Gaza conflict: Secret report helps Israelis to hide facts

Patrick Cockburn: Secret report helps Israel to hide facts

The slickness of Israel's spokesmen is rooted in directions set down by pollster Frank Luntz
The man who dared to go on holiday

The man who dared to go on holiday

New York's mayor has taken a vacation - in a nation that has still to enforce paid leave, it caused quite a stir, reports Rupert Cornwell
Best comedians: How the professionals go about their funny business, from Sarah Millican to Marcus Brigstocke

Best comedians: How the professionals go about their funny business

For all those wanting to know how stand-ups keep standing, here are some of the best moments
The Guest List 2014: Forget the Man Booker longlist, Literary Editor Katy Guest offers her alternative picks

The Guest List 2014

Forget the Man Booker longlist, Literary Editor Katy Guest offers her alternative picks
Jokes on Hollywood: 'With comedy film audiences shrinking, it’s time to move on'

Jokes on Hollywood

With comedy film audiences shrinking, it’s time to move on
It's the best of British art... but not all is on display

It's the best of British art... but not all is on display

Voted for by the British public, the artworks on Art Everywhere posters may be the only place where they can be seen
Critic claims 'I was the inspiration for Blanche DuBois'

Critic claims 'I was the inspiration for Blanche DuBois'

Blanche Marvin reveals how Tennessee Williams used her name and an off-the-cuff remark to create an iconic character
Sometimes it's hard to be a literary novelist

Sometimes it's hard to be a literary novelist

Websites offering your ebooks for nothing is only the latest disrespect the modern writer is subjected to, says DJ Taylor
Edinburgh Fringe 2014: The comedy highlights, from Bridget Christie to Jack Dee

Edinburgh Fringe 2014

The comedy highlights, from Bridget Christie to Jack Dee
Dame Jenny Abramsky: 'We have to rethink. If not, museums and parks will close'

Dame Jenny Abramsky: 'We have to rethink. If not, museums and parks will close'

The woman stepping down as chair of the Heritage Lottery Fund is worried