Spreading The Love
In an ambitious gesture of brand devotion and worldwide fellowship, Marmite, the popular British breakfast spread, has undertaken a daring attempt to transcend the Atlantic gap. The campaign, spearheaded by adam&eveDDB in both London and New York, aims to soothe the lonely hearts of nearly 700,000 British expats in the United States who are missing their beloved Marmite. What’s the mission? To sneak jars of the sticky, savoury spread to people longing for a taste of home.
Operation “smugglers”
Known as the ‘Smugglers’ campaign, this trans-Atlantic effort has already enlisted hundreds of courageous volunteers. Marmite enthusiasts from the UK are enlisted to surreptitiously transport jars to New York, transforming an ordinary trip into a clandestine delivery operation. The campaign uses a variety of media, including out-of-home (OOH), social, radio, and a dramatic 90-second expose-style film that highlights the terrible Marmite scarcity experienced by expats in New York.
The mechanics of smuggling
Prospective smugglers must be UK citizens over the age of 18 and apply via WhatsApp, agreeing to transport one jar of Marmite in their checked luggage. When the jars arrive in New York, they are turned over to local agents, who then distribute them to the expats at a secret pickup place. In gratitude for their efforts, each member receives a limited-edition ‘Smuggler’ jar of Marmite—a gift of appreciation and a badge of respect in the Marmite community.
The Community’s Response
The feedback has been astounding. Within the first 48 hours, Marmite received over 500 applications from potential smugglers looking to share the love. Laura Iliffe, brand manager, stated, “Imagine living in a nation without access to Marmite. Marmite enthusiasts have performed a genuinely heroic act for British expats by spreading the love and becoming smugglers.” The marketing not only meets a practical need, but it also emphasises the strong emotional bonds that Marmite evokes in its devotees.
Creative Inspiration
The campaign’s creative geniuses, notably Richard Brim, Chief Creative Officer at adam&eveDDB, emphasised the cultural divide that many British expats experience when living overseas. “The one thing Sting failed to mention whilst being an Englishman in New York was the distinct lack of Marmite,” Brim added. This effort, by delivering Marmite to expats, it provides a slice of British identity, connecting thousands of miles with each jar.
Looking forward
As the campaign progresses, Marmite intends to assess its effectiveness and maybe expand its efforts to other cities with sizable British populations. The brand’s devotion to its community, whether at home or abroad, demonstrates that even the tiniest jar of Marmite can contain a significant amount of affection and belonging.
This innovative campaign not only emphasises how far firms will go to communicate with and assist their customers, but it also demonstrates how classic items like Marmite can elicit a profound sense of nostalgia and connection, making the world feel just a little smaller.
