Dishes of love and hate serve up Marmite twist

Marmite has launched a campaign encouraging consumers to use the product in everyday cooking, shifting its role beyond its traditional association with breakfast.

Created by adam&eve\TBWA, the Dishes of Love and Hate campaign runs across print and out-of-home media, featuring stylised dishes that incorporate Marmite as a key ingredient.

Creative highlights Marmite’s polarising appeal

The campaign visuals present close-up images of meals such as pizza and pasta, where ingredients subtly form facial expressions reacting to the inclusion of Marmite. The concept builds on the brand’s long-standing positioning around its divisive taste.

The work appears in publications including Metro and The Sun, as well as outdoor placements throughout April.

Shifting consumption habits drive campaign

The campaign responds to changing consumer behaviour, with fewer people choosing toast as a regular breakfast option, alongside increased use of Marmite in cooking. The brand also points to adoption by chefs and food creators, including Nigella Lawson, Monica Galetti and Sat Bains, who use the spread to add umami flavour to dishes.

Morgan McAuley, Senior Brand Manager, Unilever: "Marmite is already a secret ingredient for chefs and food influencers. With our new campaign, we're bringing the joy of cooking with Marmite to everyone - and showing that its bold flavour works just as well in everyday dishes as it does on your morning slice of toast."

Matt Gay, Executive Creative Director, adam&eve\TBWA: "Chefs, home cooks and foodies have been using Marmite in their recipes for years. Marmite wants to inspire more people to do the same, which gave us a brilliant opportunity to show the love-it-or-hate-it spread being used in a new way. So, we created delicious meals made with Marmite, only for the ingredients to be subtly divided by the new addition. Personally, I love it."

www.marmite.co.uk

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