DDB has created the "Ma'amite" campaign to raise the profile of the limited-edition Jubilee jar.
The nationwide outdoor campaign plays on the "love it or hate it" positioning with the Queen’s favourite corgi dogs.
The work changes "Marmite" to "Ma’amite" and altered the well-known label to include a Union Jack and crown, with the wording around the bottom of the jar reading: "Toasting the Queen's Diamond Jubilee."
Released: 16 May 2012
With work from Volkswagen, BlackBerry, Kopparberg, Marmite, Carlsberg and Playboy.
Marmite has signed up to sponsor the Oxford Street Christmas Lights for the first time, and is planning to stage a "love it or hate it" interactive display.
To launch its limited-edition Gold Christmas jar, Marmite has released a poster themed along the lines of the brand's "love/hate" positioning. The copyline reads: "Early Christmas adverts. You either love them or hate them."
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