Marmite: Horrid Henry and Perfect Peter, 1

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.

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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10 comments

Guest's picture
Guest

So why do you waste it on writing messages for me than, kids?!
Lame, lame, lame...
It's like an anticampaign

Grace's picture
Grace

That was my thought too....

By the way.... Vegimite it better :)

Honest Dave's picture
Honest Dave
233 pencils

I was going to say the same thing. Spoiled brats.

adfreak06's picture
adfreak06
136 pencils

Lame idea

whitespace's picture
whitespace
1953 pencils

@Guest, Dave: damn straight.

reactor's picture
reactor
294 pencils

Precisely. I very much agree with all of you. If Marmite is such a compelling product you wont waste even a drop. Kids play with it because they are bored with it. It takes a full bottle to write that much . Looks counter productive to the product's USP.

Reactor

Klidesign's picture
Klidesign
209 pencils

Did you guys get paid for this?

seniorcutterplotter's picture
seniorcutterplotter
107 pencils

yeah.... it's more an anti-campaign.... where's that "you either love it or you hate it" done by DDB London? I don't think they have lost the account...

kagzmainah's picture
kagzmainah
631 pencils

nice art

dean viii's picture
dean viii
1672 pencils

eh

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