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 http://Marmite.co.uk and follow the download instructions. There are five Horrid Henry stories to collect.
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