CorpComms Magazine

Marmite, the makers of the distinctive spread, have launched an election-style ad campaign capitalising on its reputation as the most controversial of condiments. Previous print campaigns featuring images which can be interpreted very differently by lovers and haters of the product have now spawned a spoof general election in which the 'Love' and 'Hate' parties will vie for the public vote.

Mirroring the UK election, the rival campaigns will include leaflet canvassing and party political billboards alongside radio, TV and digital media, with an online ballot closing on 29 April. The lovers have mimicked election rhetoric with the slogan Making Britain Richer with '(in B-vitamins)' in the small print. But the Hate party is pulling no punches with one poster goading readers: 'If cowpats were rich in B-vitamins would you eat them?' 

The Hate campaign blends the principles of an anti-smoking campaign with those of the Red Scare Communist clamp-down. The party manifesto includes a policy to create containment areas outside of which it is forbidden to eat the spread and establishing a Spread Offenders List to 'expose Marmite lovers'.

If the haters win the nation's hearts, Marmite will launch a new edition of the yeast extract, Tarmite, which will spoof the tobacco industry's health warnings with the slogan: 'Tar extract. Warning. Bad Breath'. The Hate party's key platform is a potentially risky pledge to get Marmite banned in the UK.

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