Changing how people use what they love
The marketing and strategy behind the work
Leaning into change, rather than resisting.
We love exploring the unique and creative work in the industry. We’re also interested in the thinking, behaviour and strategy behind it. With the first issue of CORE, our Strategy & Marketing series, we’re focusing on exactly that. The insight behind the work and why it works so well.
With “Dishes of Love and Hate”, Marmite shifts focus from what people think about the brand to how they actually use it.
Traditional breakfast habits are in decline, with toast consumption dropping significantly over time, while the use of Marmite in cooking has increased by 37%. With this OOH and press campaign, Marmite aims to encourage people to use the savoury spread for cooking. Rather than resist change, the brand leans into it.
The Result
It pushes Marmite beyond its traditional role, showing brand growth doesn’t always come from reaching new people, but from changing how current customers behave. Other brands might have doubled down on what they’re known for. This does the opposite, stretching the brand into new territory without losing what makes it distinctive.
A fun and memorable campaign from adam&eve\TBWA - very much in the love camp, using it as an ingredient in all manner of recipes! A playful way of demonstrating versatility. Not just shouting louder, but making the product more useful instead.
Read more about the campaign here: Marmite serves up culinary joy
Read the full issue here: CORE Issue 01
Work chosen by our specialist Jack Pulley (Planning & Strategy).
