Unless you live in Europe, you might not be familiar with Marmite. It’s a food spread invented by German scientists and sold primarily in England. Other than that, it’s biggest claim to fame is that its name inspired an Australian spread that’s probably better, or at least more widely known- Vegemite.
As you might imagine, food spreads aren’t usually terribly exciting, so designing an engaging and memorable ad campaign around them can be challenging.
Marmite seems to have solved for that problem with the introduction of their Dynamite Chili flavored spread.
To celebrate this new product, they created a new billboard ad that displayed a giant-sized depiction of the Marmite Chili container with the lid missing.
The reason that the lid is missing from the picture on the billboard is because the advertisers had a real, physical king-sized Marmite lid made and embedded it in the windshield of a car they parked just in front of the billboard.
Beneath the picture of the jar, the company placed these words as a playful warning: “Love it. Hate it. Be careful with it.”
It’s a stroke of genius that made a not very exciting food product suddenly seem interesting. Even better, the ad sparked a global reaction on social media which increased interest in the product, the brand as a whole and helped to fatten the company’s bottom line.
In other words, this one ad did everything that great advertising is supposed to do for a company. If you’re looking for inspiration, you could do a lot worse than this. Marmite for the win!
And if you’re struggling to come up with your next memorable ad campaign, we can help with that. Just give us a call at 770-391-8528 and let us help you create a campaign that will be talked about for months, if not years to come!
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