The ‘Love It – Hate It’ positioning of Marmite is central to the brand. Marmite chose Horrid Henry as the perfect match, being a popular children’s character. A unique code on jars gave consumers a chance to download one of five free audiobooks.
We let Horrid Henry and Perfect Peter loose on ATL media to engage mums. Executions aimed at mothers such as faux beauty ads and fake editorial, have seemingly been sabotaged by the two characters. The Unilever Client was very accommodating in allowing us to redesign the iconic label on promotional jars. I was responsible for the design of all elements to this campaign.
