Marmite’s latest TV advert in which a spoof rescue team saves ‘stricken’ jars of the yeast extract from Britain’s homes has caused a serious stir.
Within the first 24 hours of its release last Monday, the ad attracted 250 complaints to the Advertising Standards Agency and was dubbed as ‘offensive’ and ‘tasteless’.
Love it or hate it, this is one clever PR campaign. The BBC, The Telegraph, The Daily Mail, The Mirror and The Guardian amongst others covered the story, giving Marmite exactly the exposure they were after and presenting them with a great opportunity to do some ‘good PR’ to make amends with an £18,000 donation to the RSPCA. All together now, ahhhhhhh.
But it is not just the wealth of media coverage that makes the ‘End Marmite Neglect’ such a brilliant campaign. The dedicated website http://endmarmiteneglect.com gives its lovers the chance to ‘donate’ to the cause by signing up with their email address and posting to their social network, while its travelling ‘Marmite Rescue Unit’ has been around the UK gathering support for the campaign and clever use of the Facebook page has prompted a huge amount of engagement from those who love it.