In an era where nostalgia and comfort are cherished commodities, Marmite, the iconic breakfast spread, has embarked on a mission to bridge the gap between homesick Brits and their beloved jar of yeasty goodness. With over 700,000 British expats residing in the US yearning for their Marmite fix, the brand has rallied its loyal fans in the UK to become daring “Marmite Smugglers” in a transatlantic act of solidarity.
Created by the ingenious minds at adam&eveDDB London and New York, the campaign, aptly titled “Smugglers,” taps into the emotional connection Brits have with Marmite and their willingness to go to extreme lengths to procure it. Through a multi-channel approach spanning OOH, social media, radio, and TV, Marmite beckons intrepid volunteers flying from London to New York to join the cause by contacting the brand via WhatsApp. Phone kiosks and poster sites across London serve as recruitment hotspots, while radio spots issue a clandestine call to action for Marmite aficionados to smuggle the spread across the Atlantic.
At the heart of the campaign lies a gripping 90-second exposé-style film documenting the Marmite drought in New York and the heroic efforts of real Marmite Smugglers to circumvent the supply shortage. These valiant souls carry jars of Marmite on their flights to New York, ready to deliver the coveted spread to their compatriots upon arrival. In recognition of their selfless act, each smuggler receives a special edition “Smuggler” jar of Marmite, transforming them into revered heroes within the Marmite community.
While the covert operation unfolds in New York, Marmite amplifies the message with guerrilla communications and tactical stunts, guiding New York expats to a clandestine pick-up location to replenish their Marmite stash.
The response to the campaign has been overwhelming, with over 500 applicants stepping forward within the first 48 hours to partake in this noble cause. Laura Iliffe, Brand Manager at Marmite, applauds the spirit of camaraderie among Marmite lovers, acknowledging their heroic contribution to ensuring British expats don’t go without their favorite spread.
Lena Portchmouth, Marketing Manager at Marmite, underscores the bond and adventurous spirit shared by Marmite enthusiasts, predicting that the coveted “Smuggler” jars will be cherished as a badge of honor within the Marmite community.
Richard Brim, Chief Creative Officer at adam&eveDDB, humorously reflects on the lack of Marmite mentioned by Sting during his time as an Englishman in New York, highlighting the campaign’s mission to fill that void and continue spreading the love to Brits across the pond.
In a world fraught with uncertainty, Marmite’s “Smugglers” campaign stands as a beacon of unity, demonstrating the power of a shared love for a culinary icon to transcend borders and bring people together, one jar at a time.
