Marmite gets saucy in new spot aimed at freshers

A pair of puppets are shown trying Marmite on toast for the first time in the spot, which offers tips for how best to consume the snack

Marmite First Timers Hero Visual (1)

The ad, from adam&eveDDB, brings back memories of Flat Eric, the classic Levi’s mascot, as the ad’s puppet heroes are shown trying out Marmite to a remix of Giraffage’s electro track, Workout.

It all quickly takes a suggestive turn as the song encourages the duo to ‘push that’, ‘grab that’, ‘stroke that’ and ‘lick that’, which they duly do while setting about making toast.

This new campaign is aimed squarely at a youth audience after YouGov research revealed that 43% of 18-24 year olds in the UK have never tried the spread. Marmite will target freshers by giving out thousands of sampling kits at unis across the country, and has also launched a TikTok challenge, plus a humorous quiz on Tinder which asks participants to love or hate certain behaviours in a potential partner.

At 60 seconds long, the ad leans into the current trend for brands to create music video-style spots. As we examined in this recent article, these longer form music spots seem to have replaced the classic jingle for modern times.

Agency: adam&eveDDB
Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Creative Directors: Colin Booth, Ben Stilitz
Design: King Henry
Head of Design: Paul Knowles
Production company: Smuggler
Director: Guy Shelmerdine
DOP: Jan Cabalka