Marmite Gene Project with Martin Beverley and Will Grundy of Adam & Eve DDB
"You either love it or you hate it" has been the theme of the Marmite work for close to two decades. The brand's humorous work has made Marmite a British institution. But as sales flattened and young families’ tastes shifted, Marmite, and its new client, pondered whether they should abandon the long-held theme. Martin Beverley and Will Grundy walk us through the planning approach they took to discover the real underlying challenge, helping them see the brand's theme through a new lens, rather than having to replace it. It was a brilliant, comprehensive answer to a multi-faceted challenge.
Referenced work
The most recent campaign poses the question, are you born a lover or a hater?
Marmite Gene
An earlier campaign in 2012 was built on the observation that many jars of Marmite are abandoned and neglected in kitchen cabinets around the country. This campaign matched the pseudo-drama of a reality show with humor that is pure Marmite.
