Brand: Marmite
Agency: adam&eve London and adam&eve New York
2024
The Challenge
Imagine a brand openly advocating for the shady business of smuggling?
Every expat has at least one food craving they simply can’t satisfy abroad. We all know it—but Marmite was the first to turn this insight into brilliant narrative.
The mechanism? Smuggle Marmite from UK to NYC!
By tapping into the deep emotional connection UK expats have with their beloved spread, this campaign is a masterclass in authentic storytelling.
The result? A stronger brand image and unwavering brand loyalty, at least!
When a campaign is this good, even the writer of these words is tempted to try Marmite—and it’s a yeast extract, for God’s sake!
