Marmite toasts the Queen with a new pack design and ad campaign

Marmite has launched a new nationwide outdoor campaign to showcase its limited edition “Ma’amite” Jubilee Jar.


The pack, on sale from now and throughout July, has changed Marmite to “Ma’amite”, and altered the label to include a Union Jack and crown and a pun on toasting the Queen.

Nicola Waymark, marketing manager for Unilever UK comments: “We wanted to create a campaign that not only remained true to the Marmite brand but also communicated its very British sense of humour. 2012 is a big year for Britain, and with Marmite celebrating its 110th Anniversary in the same year as the Queen’s Diamond Jubilee, we felt it was important to mark the occasion.”

The outdoor poster ad features a twist on the Royal crest – a pair of corgis who are loving or hating Marmite – mimicking the brand’s strap line – and a crown-like rack of toast. The slogan has been changed to “One either loves it or one hates it”.

This limited edition Ma’amite Jubilee Jar is the fourth from the brand. Others have included Guinness, Champagne and Marston’s Pedigree.

The nationwide campaign, which went live at the end of April on poster sites outside major supermarkets across the country, will also benefit from print advertising, experiential activity and digital support.

Contact: 0800 032325

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