Marmite appeals to foodies
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Marmite is positioning itself as a cooking ingredient in the latest evolution of its Love/Hate brand campaign.
The Haute Cuisine/Hate Cuisine activity launches today (4 July) with a TV ad campaign, digital and print advertising including a Facebook page, recipe app and competition.
Unilever, which owns the brand, hopes the activity will pitch the brand against what it calls pretentious food and help “banish bland meals” and reconnect with consumers in their mid 20s and 30s.
The campaign includes a four-part online series starring comedian Dom Jolly spoofing celebrity chefs by showing how Marmite can be used in everyday cooking such as spaghetti bolognaise and poached eggs on crumpets and BBQ chicken.
The brand is also introducing two animated characters Dave - a frog - and Geoff - a snail - who will feature in the TV activity.
YouGov Insight:
Eating In
· Consumer research has revealed that 46% of consumers prefer eating in to eating out.
· 52% of people view their home cooking as ‘healthy’.
· 43% of people associate their home cooking with quality.
· Data suggests that despite the interest and experience that consumer have in global cuisine, an overwhelming 83% of consumers are most likely to eat ‘English food’ when at home.
· Data shows that the propensity to prepare other cuisines (outside of English) at home rises in line with level of education, illustrating the link between cultural exploration and education.
