Marmite is targeting new young adult customers with its ‘First Timers’ campaign, after YouGov research revealed that 43% of 18- to 24-year-olds have never tried it.

The launch of the campaign coincides with Freshers’ week for universities across the country, and consists of a 30-second and a 60-second TV advert that provides viewers with a lesson on how to eat and not to eat Marmite.

These adverts are being supported by social media and digital outdoor marketing, as well as Spotify ads and a quiz on dating app Tinder asking participants to “love” or “hate” certain behaviours in a potential partner.

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Laura Iliffe, Marmite brand manager, said: “Marmite is a brand which is embedded in UK culture, and so many of us have grown up with it. We pride ourselves on sparking debate and strong opinions with both lovers and haters. However, when we saw the number of young adults who had never even tried it – we knew we had to do something to dare them to take the plunge and try our special spread.

“This campaign represents a step-change in the way we advertise Marmite – with a clear focus on driving trial and changing perceptions. We want to recruit our next generation of lovers and show young adults how to approach their first-time with Marmite.”

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