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adam&eveDDB Spreads Summer Love with Groovy New Marmite Campaign

DDB EMEA, 2 years, 2 months ago

Agency channels Woodstock summer of love 1967 with launch of new limited edition jars

adam&eveDDB Spreads Summer Love with Groovy New Marmite Campaign

Marmite is set to roll out an integrated advertising campaign including a limited edition summer spread, available to buy until September. 

Kicking off on 27th July, ‘The Summer of Love Not Hate' campaign, created by adam&eveDDB, takes design inspiration from Woodstock summer of love in 1967 and aims to encourage the nation to spread the love this summer. The campaign will include an animated online film featuring a music battle between a colourful kitten and a crazed rock monster vying for supremacy over the new summer jars. The film will be available to watch on YouTube and Facebook. More Summer of Love and Hate characters can be seen on three paradoxical outdoor poster pairs in the London underground. 

In addition to the advertising campaign, Marmite is launching a Marmite Love Café - the world’s first ‘payment by social sentiment’ restaurant, open to consumers on Tuesday 4th and Wednesday 5th August. The aim of the Marmite Love Café is to reward those who are lovers not haters. 

Philippa Atkinson, Assistant Brand Manager for Marmite, said: “With an innate ability to create talkability and buzz, Marmite owns a unique territory and we aim to build on this with the launch of our integrated advertising campaign and the Marmite Love Café.  This summer, we want to encourage the British public to be lovers, not haters.”

Ben Tollett, Executive Creative Director at adam&eveDDB, said: “What was wrong with the First Summer of Love in 1967, the Second Summer of Love in 1988 and the Third Summer of Love in 2004? Not enough recreational Marmite use. But things are about to change. Welcome to Marmite's Summer of Love not Hate 2015. It's just like your standard Summer of Love. But with a little bit of hate thrown in. Groovy.”

Made with 100% lager yeast for a lighter summery blend, the new limited edition variant is a delicately flavoured adaptation of the traditional recipe that has been loved (and hated) by consumers for many years. In keeping with Marmite’s opinion splitting ways, the new summer flavour will come in two beautifully illustrated ‘Summer of Love’ and ‘Summer of Hate’ jars. 


Animator: Andy Baker

Illustrator: Jim Stoten

Creative Agency

Account Manager: Olivia Chittenden

Art Director: Frank Ginger

Business Director : Dylan Davenport

Chief Creative Officer: Ben Priest

Copywriter: Shay Reading

Creative Agency: adam&eveDDB

Executive Creative Director: Ben Tollett

Planner: Will Grundy

Producer: Daniel Moorey

Media Agency

Media Agency: Mindshare

Music and Sound

Audio Post Production: Menlo Park Music

Composer: Menlo Park Music

Production Company

Production Company: Big Active

Category: Food , Sauces and spreads

Genre: Animation , Music & Sound Design