Marmite sparks controversy as ‘poor taste’ advert faces ban for mimicking animal cruelty documentary

The ASA says it has received 250 complaints in its first 24 hours

A marmite advert could be banned for “trivialising” animal and child cruelty, after it received 250 complaints in the 24 hours after its first showing.

The Advertising Standards Agency (ASA) said it was logging and assessing the complaints, sent in since the advert aired during Coronation Street on ITV1 on Monday night.

In the new marketing campaign, “neglected” jars of Marmite are rescued from their “owners” in scenes reminiscent of documentaries about animal and child abuse.

Children in the video have their faces pixelated, those supposedly abusing their food say they “can change”, and the whole parody is narrated by the esteemed BBC journalist and newsreader Michael Buerk.

On Marmite’s website, they said: “We've launched an urgent appeal to prevent cruelty, alleviate suffering and promote kindness to all Marmite jars. Spread your support by donating a tweet, post or profile picture.”

A spokesman for the ASA told Marketing Week that complaints varied from the advert being in “poor taste” to being “deeply offensive” because it “trivialises” the work of both animal welfare charities and child protection agencies.

And the company has received a backlash from commenters on Marmite’s Facebook and Youtube pages.

“Your new advert is really distasteful and offensive,” wrote Facebook user Sarah Amy Fishlock. “Animal abuse and neglect is a serious matter - would anyone be laughing were the ad about neglected children? What a cheap publicity stunt.”

Anne Cluderay said: “Shame on you! What a horrible advert. After 60 years of enjoying marmite it is now associated with unpleasant images. I hope they ban the advert. I shall open my pot of honey for my toast...”

A spokeswoman for the RSPCA says: “We understand that animal lovers are concerned on our behalf - people either love the advert or hate it. We plan to talk to the makers of Marmite about how we can work together on animal welfare.”

Animal rights campaigning group PETA said it welcomed the campaign because it reminded people about the “hard” job rescue teams do, and raised awareness of “real abuse of real animals”.

Marmite themselves seemed to welcome the controversy, in keeping with their long term “love it or hate it” tagline.

In keeping with that old adage that there’s no such thing as bad publicity, a public relations representative for the company got in contact with The Independent, saying “it’s causing quite a stir and has had over 250 complaints”.

News
The surrealist comedian at the Q Awards in 2010
people
Life and Style
Six of the 76 Goats' cheese samples contained a significant amount of sheep's cheese
food + drink
News
Russell Brand arriving for the book launch in East London
peopleRussell Brand cancels his book launch debate due to concerns about the make-up of the panel
Arts and Entertainment
Contestants during this summer's Celebrity Big Brother grand finale
tvBroadcaster attempts to change its image following sale to US
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
Arts and Entertainment
Sarah Dales attempts to sell British Breeze in the luxury scent task
tvReview: 'Apprentice' candidates on the verge of tears as they were ejected from the boardroom
News
New look: Zellweger at Elle's Women in Hollywood awards on Monday

Actress sees off speculation about her face in an amazing way

News

Florida mother launched a petition to ban the sale of the dolls

Arts and Entertainment
film

Marvel has released first teaser trailer week early after it leaked online

Extras
indybest
Life and Style
CHARGE BOOSTER: Aeroplane mode doesn't sound very exciting, but it can be a (phone) hacker's friend. Turning on the option while charging your mobile will increase the speed at which your phone battery charges
techNew book reveals how to rid your inbox of spam, protect your passwords and amplify your iPhone
Sport
Christiano Ronaldo enjoys his opening goal
champions leagueLiverpool 0 Real Madrid 3: Ronaldo and Benzema run Reds ragged to avenge thrashing from their last visit to Anfield
Arts and Entertainment
Awesome foursome: Sam Smith shows off his awards
music22-year-old confirms he is 2014’s breakout British music success
Arts and Entertainment
Sir Nicholas Serota has been a feature in the Power 100 top ten since its 2002 launch
art
News
Call me Superman: one of many unusual names chosen by Chinese students
newsChinese state TV offers advice for citizens picking a Western moniker
News
Wilko Johnson is currently on his farewell tour
people
News
Let’s pretend: KidZania in Tokyo
educationKidZania lets children try their hands at being a firefighter, doctor or factory worker for the day
News
i100
Voices
'Irritatingly Disneyfied': fashion vlogger Zoella
voicesVicky Chandler: Zoella shows us that feminism can come in all forms
Life and Style
health
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 General

Front end web developer - URGENT CONTRACT

£250 - £300 Per Day: Clearwater People Solutions Ltd: **URGENT CONTRACT** Our...

Health & Social CareTeacher - Full time and Part time

£90 - £140 per day + Mileage and Expenses: Randstad Education Leeds: Sixth for...

History Teacher

£95 - £105 per day: Randstad Education Plymouth: Randstad Education Plymouth i...

SQL Developer - Cardiff - £40,000

£30000 - £40000 per annum + benefits and bonus: Ashdown Group: SQL Developer -...

Day In a Page

How could three tourists have been battered within an inch of their lives by a burglar in a plush London hotel?

A crime that reveals London's dark heart

How could three tourists have been battered within an inch of their lives by a burglar in a plush London hotel?
Meet 'Porridge' and 'Vampire': Chinese state TV is offering advice for citizens picking a Western moniker

Lost in translation: Western monikers

Chinese state TV is offering advice for citizens picking a Western moniker. Simon Usborne, who met a 'Porridge' and a 'Vampire' while in China, can see the problem
Handy hacks that make life easier: New book reveals how to rid your inbox of spam, protect your passwords and amplify your iPhone

Handy hacks that make life easier

New book reveals how to rid your email inbox of spam, protect your passwords and amplify your iPhone with a loo-roll
KidZania lets children try their hands at being a firefighter, doctor or factory worker for the day

KidZania: It's a small world

The new 'educational entertainment experience' in London's Shepherd's Bush will allow children to try out the jobs that are usually undertaken by adults, including firefighter, doctor or factory worker
Renée Zellweger's real crime has been to age in an industry that prizes women's youth over humanity

'Renée Zellweger's real crime was to age'

The actress's altered appearance raised eyebrows at Elle's Women in Hollywood awards on Monday
From Cinderella to The Jungle Book, Disney plans live-action remakes of animated classics

Disney plans live-action remakes of animated classics

From Cinderella to The Jungle Book, Patrick Grafton-Green wonders if they can ever recapture the old magic
Thousands of teenagers to visit battlefields of the First World War in new Government scheme

Pupils to visit First World War battlefields

A new Government scheme aims to bring the the horrors of the conflict to life over the next five years
The 10 best smartphone accessories

Make the most of your mobile: 10 best smartphone accessories

Try these add-ons for everything from secret charging to making sure you never lose your keys again
Mario Balotelli substituted at half-time against Real Madrid: Was this shirt swapping the real reason?

Liverpool v Real Madrid

Mario Balotelli substituted at half-time. Was shirt swapping the real reason?
West Indies tour of India: Hurricane set to sweep Windies into the shadows

Hurricane set to sweep Windies into the shadows

Decision to pull out of India tour leaves the WICB fighting for its existence with an off-field storm building
Indiana serial killer? Man arrested for murdering teenage prostitute confesses to six other murders - and police fear there could be many more

A new American serial killer?

Police fear man arrested for murder of teen prostitute could be responsible for killing spree dating back 20 years
Sweetie, the fake 10-year-old girl designed to catch online predators, claims her first scalp

Sting to trap paedophiles may not carry weight in UK courts

Computer image of ‘Sweetie’ represented entrapment, experts say
Fukushima nuclear crisis: Evacuees still stuck in cramped emergency housing three years on - and may never return home

Return to Fukushima – a land they will never call home again

Evacuees still stuck in cramped emergency housing three years on from nuclear disaster
Wildlife Photographer of the Year: Intimate image of resting lions claims top prize

Wildlife Photographer of the Year

Intimate image of resting lions claims top prize
Online petitions: Sign here to change the world

Want to change the world? Just sign here

The proliferation of online petitions allows us to register our protests at the touch of a button. But do they change anything?