Marmite - Smugglers (case study)

Introducing the Marmite 'Smugglers' campaign, a brilliantly executed and innovative initiative that taps into the deep emotional connection UK expats have with their beloved yeast extract spread. This campaign, created by adam&eveDDB and directed by SMUGGLER's Henry-Alex Rubin, brings a clever and humorous twist to the challenge of making Marmite accessible to Brits living in the US.
The campaign stems from the insightful realization that Marmite is one of the most missed products by UK expats. With over 700,000 Brits residing in the US, the craving for Marmite is a genuine issue. This insight inspired the campaign’s core idea: leveraging the dedication of Marmite's loyal fan base to spread the love across borders in a unique and engaging way.
The concept revolves around the idea of Marmite smugglers - willing participants who transport jars of Marmite from the UK to the US. This not only highlights the scarcity of Marmite for expats but also adds a playful, true-crime narrative to the campaign. The tongue-in-cheek approach transforms a simple act of sharing into an adventurous and humorous mission.
Executed as a 90-second expose-style film, the campaign documents the lengths real Marmite smugglers go to bring the spread into New York. Participants carry jars of Marmite on their flights and hand them over upon arrival, effectively smuggling Marmite across borders. Each smuggler receives a special edition Smuggler jar of Marmite as a token of appreciation for their efforts. The film is both engaging and entertaining, capturing the essence of a covert operation with a humorous twist.
The campaign successfully created a buzz around Marmite, resonating deeply with its target audience. It drew attention to the brand’s playful and innovative spirit, engaging both existing fans and potential new consumers. By turning a simple product shortage into an adventurous narrative, Marmite reinforced its brand identity and emotional connection with its audience.
This campaign is smart and brilliant for several reasons. Firstly, it leverages a deep emotional insight about the product’s importance to its fans. Secondly, it transforms a straightforward issue into a captivating and humorous story, making the brand memorable and shareable. Thirdly, it involves the audience directly, creating a sense of community and participation. Finally, the campaign’s execution through a high-quality film ensures it stands out in a crowded market, highlighting the brand’s creativity and ingenuity.
In summary, the Marmite Smugglers Campaign is a masterclass in using humor, emotional insight, and creative storytelling to elevate a brand and engage its audience in a meaningful and memorable way.
AWARDS
Cannes Lions 2024
- Bronze in Social & Influencer
- Silver in Brand Experience & Activation
CREDITS
Brand: Marmite, United-Kingdom.
General Manager: Andre Burger.
Marketing Director: Georgina Bradford.
Marketing Manager: Lena Portchmouth.
Brand Manager: Laura Iliffe.
Creative Agencies: adam&eve London and adam&eve New York.
Chief Creative Officer: Richard Brim.
adam&eve London
Executive Creative Directors, London: Ant Nelson, Mike Sutherland
Creatives: Feargal Ballance, Matt Gay.
Creative: Molly Johnstone.
Head of Production: Nikki Cramphorn.
Head of Print: Jaki Jo Hannan.
Chief Executive Officer: Miranda Hipwell.
Managing Partner: Tom White.
Account Director: Max Sullivan.
Planner: Liora Ingram.
Project Director: Linda-Aileen Macfarlane.
Business Affairs Manager: Layla Husted.
Head of Design: Mitch Horton.
adam&eve New York
Executive Creative Directors: Dave Brown, Daniel Bonder.
Creatives: Clarissa Dale, Stacie Larsen, Chris Brailey.
Producer: Christopher Lane.
Managing Director: James Rowe.
Account Director: Tatiana Fernandez.
Project Manager: Kimmy Harvey.
Production Company: Smuggler Films.
Directors: Henry Alex-Rubin, Jonah & Stan.
Producer: Sidney Arthur.
Director's Assistant: KJ Brown.
Production Assistant: Kamran Marzban.
Post Production and VFX: Untold Studios.
Chief Creative Officer: Neil Davies.
VFX Artist: Andrew Curtis.
Executive Producer: Ian Berry.
Producer: George Reid.
Post Production Assistant: Zuzanna Drozdz.
Editorial: Cabin Edit.
Editor: Talia Pasqua.
Producer: Alex Hooker.
Media: Mindshare UK.
Business Director: Kate Pigden.
Account Directors: George Peto, Hannah Clayton.
Account Executives: Meg Wieland, Georgie Coley.
Account Manager: James Waggott.
PR: W Communications.