Unilever backs squeezy Marmite launch with £3m campaign
LONDON - Unilever Bestfoods is set to launch a new upside-down squeezy version of Marmite, which it is backing with a £3m advertising campaign by DDB London.
The ad, which will be launched next month, is called "when love turns to hate" and is an extension of DDB's long-running "Love it or hate it" campaign.
It features a man who has broken his arm trying, unsuccessfully, to get the last scraping out of his jar of Marmite.
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The new jar marks the biggest change in Marmite's 104-year history and is designed to make spreading easier and prevent butter and toast crumbs on the knife contaminating the spread.
The spread, which has long divided the country, will be available in a squeezable bottle and the new plastic pots will be the same shape as the traditional glass jar.
On the squeezable bottles, instead of the name Marmite the label with feature the words "squeeze me".
It is not only on the outside that squeezable Marmite is changing. The spread will also be a little thinner with a slightly different texture.
A spokesman for Marmite said: "It still has exactly the same taste."
The new version will appear in the supermarkets by the end of next month.
Marmite fans include actress Liz Hurley, broadcaster Davina McCall and film director Michael Winner.
Those against the spread include singer Lulu, former cricketer Ian Botham, writer Jackie Collins and Radio 1 DJ Chris Moyles.
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Marmite: getting a new squeezy bottle
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