Lovers Don’t Spread the Hate

Marmite is a savory spread well known for its distinctive, strong flavor, and has become an iconic British brand. For over 25 years, their ad campaigns have consistently communicated this insight about Marmite. People either love it or hate it.

adam&eveDDB depicted a further insight about Marmite in their print and out-of-home creative—that those who really can’t stand the spread see the innocent contamination of other spreads by Marmite as an absolute crime. The print ads show butter, marmalade and honey that have been smeared with Marmite by a dirty knife. Just the image of this accidental Marmite spreading felt powerful, relatable and capable of communicating the humorous: Lovers, don’t spread the hate.


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