Marmite has launched a new advertising campaign urging Brits to follow some of the UK’s leading chefs and start cooking with the savoury spread, famously known for its polarising “love it or hate it” taste.
The “Dishes of Love and Hate” print and out-of-home campaign has been devised by Adam & Eve TBWA and features close-up images of delicious-looking, styled meals, all cooked using Marmite as a key ingredient.
On closer look, the food appears to be making faces in response to either loving or hating being in the recipe with Marmite; from chillies on a pizza to pasta shapes.
The campaign is in response to a major change in the nation’s breakfast habits which has seen the number of people in the UK that choose toast as their go-to breakfast drop to just 18%; a 62% decline over the past 15 years compared to a 37% increase in the use of Marmite in cooking.
In fact, many top chefs and food influencers, including Nigella Lawson, Monica Galetti and Sat Bains, already cook with Marmite for its high-umami, deep savoury flavour.
The campaign will run across OOH sites and press, in publications including Metro and The Sun, through April.
Unilever senior brand manager Morgan McAuley said: “Marmite is already a secret ingredient for chefs and food influencers. With our new campaign, we’re bringing the joy of cooking with Marmite to everyone – and showing that its bold flavour works just as well in everyday dishes as it does on your morning slice of toast.”
Adam & Eve TBWA executive creative director Matt Gay added: “Chefs, home cooks and foodies have been using Marmite in their recipes for years. Marmite wants to inspire more people to do the same, which gave us a brilliant opportunity to show the love-it-or-hate-it spread being used in a new way. So, we created delicious meals made with Marmite, only for the ingredients to be subtly divided by the new addition. Personally, I love it.”
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