Horrid Henry and Perfect Peter, 1

September 2009
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Unilever brand Marmite is launching an integrated advertising campaign featuring children’s storybook characters Horrid Henry and Perfect Peter, in a clever illustration of Marmite’s well known ‘You either love it or hate it’ dichotomy. Launching this week, a national press campaign created by iris will feature the popular characters as part of Marmite’s tie-up with the DCSF’s ‘Reading For Life’ – a government initiative that seeks to promote the benefits of enjoying reading from a young age.

Marmite will be giving away free audiobook downloads as part of the initiative, and will give life to its brand positioning with two alternative promotional jars: ‘Marmite is perfect’/ ‘Marmite is horrid’, which feature illustrations by renowned illustrator Tony Ross. In addition to this and the press campaign, which features special print ads in a wide variety of consumer titles, iris has created two 40” radio ads with the aim of targeting families with children aged between 6 and 10 years old.

An online splash page has been developed by AKQA as part of the campaign, and there will also be a PR drive by Splendid. To redeem their free audiobook, consumers must find their unique code on the jar, enter it at and follow the download instructions. There are five Horrid Henry stories to collect.

Advertising Agency: Iris, UK
Copywriter: Kate Royce
Art director: Deon Sensky
Designer: James Butterworth
Planner: James Champ
Media agency: Mindshare
Media planner: Luke Mcgann

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