Where 'love it or hate it' came from: the 1996 BMP DDB campaign that rescued a fading brand by leaning into the half of Britain that hated the taste, and how the slogan escaped into everyday language.
Marmite Articles
Explore our collection of articles about Marmite, Britain's most divisive spread.
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Marmite is one of the longest-running memes on the internet
Bartle Bogle Hegarty wrote "Love it or hate it" for Marmite in 1996. Twenty-nine years later, half the internet is still using it. That is the kind of longevity ad agencies dream of and almost never achieve. The reason it travelled is that it does not actually sell Marmite.
Marmite Vaseline lip balm: the 2007 April Fool that nearly became a real product
On 1 April, in a year I have decided not to dignify by looking up, the Marmite and Vaseline teams together announced a limited-edition product: Vaseline Lip Therapy with Marmite. Promotional materials. Quotes from brand managers. A claimed exclusive Facebook availability.
The Marmarati, the fake secret society Marmite invented
Marmite XO (the extra-strong, double-aged version) launched in 2010. The standard launch playbook for an extension of a heritage brand is, broadly, "advertise on television, put it in supermarkets, hope for the best". Marmite did not do that.
Marmite Bans Cringe Pet Names
For a limited time, you can get yourself a personalised, Valentine's Marmite jar. However, Britain's most cringe-worthy pet names are banned from appearing on the jars.
Marmite Love Cafe: Pay by Love
It's my birthday on August 4th and what better way for me to celebrate this year than to visit the world first 'pay-by-sentiment' cafe. On the 4th & 5th August, Marmite is launching this unique cafe at Soho Grind .
End Marmite Neglect
[UPDATE]: Looks like Marmite have taken down their video Oh my, what a fuss those at Marmite have created. Not only does Marmite have the genius Love or Hate advertising about the product, now we have Love or Hate about their adverts. No marketing campaign has created suck vitriol.
Marmite Sponsors Oxford St Lights
Marmite is giving you the chance to tell the world what you think of Marmite, on a specially designed interactive banner overlooking Selfridges as part of the Oxford Street lights.
FanCulture: The Evolution of influence
FanCulture is a short film exploring the role fans could, and should, play in brands and marketing. I was invited to be in the film last summer and we shot my bits in November.
Vote for new members of the Marmarati
The society of elite Marmaite lovers, the Marmarati, is looking for 160 new members to form the "Second circle". These new members are voted on by YOU and I would ask you to vote for my partner Patrina (as seen in the photo) who is now 4 days overdue on giving birth to our first offspring!
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