Marmite puts cooking centre stage in ‘Dishes of Love and Hate’

Marmite has launched a new campaign designed to encourage more people to cook with the savoury spread, moving it beyond its traditional place on toast.

Created by adam&eve\TBWA, the print and out-of-home campaign, titled Dishes of Love and Hate, showcases a series of styled dishes made with Marmite as a key ingredient.

At first glance, the meals look straightforwardly appetising.

On closer inspection, details within the food – from chillies on a pizza to pasta shapes – appear to form faces reacting to Marmite’s famously divisive flavour.

The work taps into changing breakfast habits as Marmite looks to strengthen its role in everyday cooking. The brand says the number of people in the UK choosing toast as their go-to breakfast has fallen to 18 per cent, marking a 62 per cent decline over the past 15 years, while use of Marmite in cooking has risen by 37 per cent.

The campaign will run through April across outdoor sites and press titles including Metro and The Sun.

Morgan McAuley, senior brand manager at Unilever, said the aim was to show that Marmite’s “bold flavour works just as well in everyday dishes as it does on your morning slice of toast.”

Matt Gay, Executive Creative Director, adam&eve\TBWA, added: “Chefs, home cooks and foodies have been using Marmite in their recipes for years. Marmite wants to inspire more people to do the same, which gave us a brilliant opportunity to show the love-it-or-hate-it spread being used in a new way.”

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