Marmite is connecting up with HRH Queen Elizabeth’s 60th Jubilee celebrations with “Ma’amite”, a newly branded jar with a Union Jack, “toasting the Queen’s Diamond Jubilee”. A print advertisement featuring the Queen’s corgis provides a Royal tone, “One either loves it or one hates it”.
Click on the image below to play the Corgi Maamite video.
Nicola Waymark, Marketing Manager for Unilever UK comments: “We wanted to create a campaign that not only remained true to the Marmite brand but also communicated its very British sense of humour. 2012 is a big year for Britain, and with Marmite celebrating its 110th Anniversary in the same year as the Queen’s Diamond Jubilee, we felt it was important to mark the occasion…”
The nationwide campaign, which went live at the end of April on poster sites outside major supermarkets across the UK, will also include experiential activity and digital support. The Corgi coat of arms ad appears on Marmite’s Facebook page, as well as on 100 tea towels produced by Waitrose as prize material for a Jubilee competition.
The Maamite campaign was developed at DDB UK, London, by executive creative director Jeremy Craigen, copywriter Jonathan John, art director David Mackersey, account manager Angharad Thomas, business director Matt Bundy, planner Tom Lloyd, illustrator Garry Walton, retoucher Jamie May, artist Trevor Slabber at Gutenberg Networks.
Media was handled at Mindshare by media planner Charlotte Frost.