Marmite tempts first-timers with new ads

Marmite is targeting young adults with a playfully suggestive campaign, ‘First Timers’, inviting them to experience their first time with Marmite after YouGov research revealed that 43% of 18- to 24-year-olds in the UK have never tried the spread.

Coinciding with Freshers’ week – famously a time of experimentation – the ‘First Timers’ hero film treats viewers to a useful lesson in how to eat Marmite, and, perhaps even more importantly when it comes to first timers, how not to eat it.

The campaign is also supported by social media and digital OOH. Marmite will also reach young adult audiences through social media and dating platforms, including a TikTok challenge called “Are you a Marmite First-Timer?” and a quiz on Tinder called “Sticky Situations” asking participants to “love” or “hate” certain behaviours in a potential partner, in humorous and saucy language.

The campaign also includes Spotify and banner ads, with one Spotify ad featuring a remixed version of the Giraffage track used in the film, and another using ASMR to get potential Marmite customers in the mood.

Laura Iliffe, Marmite brand manager, said: “Marmite is a brand which is embedded in UK culture, and so many of us have grown up with it. We pride ourselves on sparking debate and strong opinions with both lovers and haters. However, when we saw the number of young adults who had never even tried it – we knew we had to do something to dare them to take the plunge and try our special spread.

“This campaign represents a step-change in the way we advertise Marmite – with a clear focus on driving trial and changing perceptions. We want to recruit our next generation of lovers and show young adults how to approach their first-time with Marmite.”