“I’m a bit like marmite, you either love me or hate me.”
How many times have you heard somebody literally compare themselves to a condiment? Probably more than you’d like to admit. But such is the popularity of Marmite’s indelible slogan.
Since its inception in the early 20th century, Marmite has become a staple in many British households. Not only as a food product but as a cultural icon with its distinct taste and equally distinctive marketing campaigns.
The "Love it or Hate it" slogan, which was introduced in the 1990s, has been one of the most iconic and enduring in advertising history. This clever approach acknowledged the fact that Marmite has a strong and distinct flavour that people tend to either love passionately or dislike intensely and by leaning into this divisiveness, the brand was able to carve out a unique identity and resonate with consumers in a way that few brands manage, at least in the long-term.
The latest ad from the brand, by Adam&EveDDB, is typically irreverent with the “First Timers” campaign revolving around a pair of sock puppets with a faint whiff of Flat Eric (remember him?) offering instructional advice on how to enjoy make Marmite on toast.
Of course, it’s far from the first time the brand has flirted with the bizarre though. Over the years, Marmite's advertising strategies have included everything from humorous takes on its divisive nature to weird social experiments.
One memorable campaign involved setting up a "Marmite Clinic" where people could be tested for their love or hate reaction to the product. Another campaign cantered around the idea of Marmite neglect, suggesting that jars were left forgotten at the back of cupboards across the country and urging people to give them some attention.
The brand has also not shied away from controversy either. In one campaign, they likened the spread to a religious experience, leading to complaints and making headlines, but when has that ever been a bad thing for brand visibility? Indeed, each of these campaigns only served to increase Marmite's visibility and embed it further into British pop culture.
In the digital age, Marmite has embraced social media too, engaging with fans and detractors alike. They've run polls, challenges, and even offered personalised jars for fans. This active engagement has ensured that Marmite remains not just a passive food product, but an active topic of debate and discussion; a playful contention that people are happy to discuss heatedly without fists being thrown.
Indeed, perhaps what makes Marmite’s marketing special is how it’s managed to create one of those rare “unimportant” debates that don’t spiral into misery and are just plain old good fun. I’ve had a few political discussions at the pub over the years that have ended in sour faces and spilt pints, but when was the last time anyone had a “Marmite debate” that ended in tears?
Marmite's marketing true genius, however, has always been its ability to capitalise on and celebrate its divisiveness. The brand's self-awareness, combined with a willingness to take risks and engage directly with its audience, ensures that Marmite will continue to be loved (and hated) well into the 21st century.
