Why Marmite are recruiting smugglers

By on Thursday, April 11, 2024

🏆 Campaign Of The Day

Marmite is recruiting “smugglers” to sneak the divisive product to expats in US after a “Marmite drought” in New York.

Launched by Adam&EveDDB in London and New York, the campaign embraces the “love it or hate it” slogan to appeal to fans willing to “smuggle” jars to America.

The multi-platform campaign includes out-of-home ads, social media, radio, and TV, encouraging volunteers to contact the brand via WhatsApp.

With recruitment posters in London and a distinctive radio ad, the campaign quickly attracted over 500 volunteers in 48 hours.

Successful smugglers receive a special ‘Smuggler’ Marmite jar as thanks.

Featuring a comedic, documentary-style video with disguised participants sharing their smuggling experiences, the campaign highlights the shortage of Marmite in the US and the humorous lengths fans will go to deliver it.

This engaging initiative showcases Marmite’s dedication to its fans and uses humor and cultural insights to connect with its audience.

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