adam&eveDDB (UNITED KINGDOM)
Agency (& City): adam&eveDDB (London)
Executive Creative Directors: BEN PRIEST, BEN TOLLETT, EMER STAMP
Creative Director(s): MIKE CROWE & ROB MESSETTER / MATT LEE & PETER HEYES
Copywriter(s): NICK SHEPPARD
Art Director(s): TOM WEBBER
Production Company (& City): Outsider (London)
Film Director(s): JAMES ROUSE
Production Company Producer(s): BENJI HOWELL
Agency Producer(s): CHRIS STYRING
Based on the insight that somewhere inside every kitchen cupboard is a jar of the nation’s favourite yeast extract, the campaign evolves the well-known love it or hate it strapline, urging users not to forget their jars, ‘Love it. Hate it. Just don’t forget it’.
The TV spot, shot in the manner of a real-life animal-rescue programme, sees the Marmite Rescue Unit remove neglected jars from offenders’ homes before taking them to the Marmite Rehoming Centre. From there, the previously lonely and forgotten jars are ‘adopted’ by Marmite-loving families.