2013 Results

CAT 01 - Food (FLM)

BRONZE

adam&eveDDB (UNITED KINGDOM)

Marmite: "Neglect"01-01676-FLM
 

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

Short explanation

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.

Description

Marmite