Marmite Mind Control Campaign by adam&eveDDB Sees Haters Turn to Lovers
For the first time since Marmite was established in 1902, the makers of Britain’s most popular yeasty toast topper, are scouring the nation not to find the brand’s biggest fans – but to find the absolute, unequivocally greatest hater of the spread – in the hopes that they can convert them in to becoming an outright lover.
Forget love and hate, the brand believes it has found a way to convert even the biggest haters into lovers; meaning that Marmite is set to spread the love across the British Isles.
By simply visiting www.marmite.co.uk/mindcontrol, Marmite haters can apply for a unique mind control experience that could see them walk away as a fan of the savoury spread, encouraging them to ditch sugar-filled alternatives and broaden their breakfast horizons.
After answering a series of questions via the website, a panel of participants will be selected to ensure they meet eligibility requirements. Once finalised, the lucky winners will travel to London to watch a powerful hypnosis film – under strictly controlled conditions.
The announcement comes just days after the brand’s TV advert premiered, showcasing the possible reactions of Marmite Mind Control as haters watched the hypnotic video and became lovers of the yeasty spread.
Marmite predict the hypnosis film to be so powerful it cannot be distributed widely or viewed by anyone under the age of 18. Trained hypnotist, hypnotherapy trainer and best-selling author, Rory Z Fulcher, who was consulted in the development of the campaign, will oversee the experiment as the winners are taken through a series of mind control techniques designed to change their taste perceptions, converting them into Marmite lovers.
Rory Z Fulcher, Hypnotist, said: “In order to change the taste perceptions of our participants, I’ll be using hypnotherapy techniques. These are used to create positive, measurable changes in thoughts, behaviours and habits.”
“In order to take part, our participants have to want to be hypnotised because hypnosis is a self-generated state, which means if someone doesn’t want to be hypnotised, then it’s highly unlikely they’ll go into a hypnotic state.”
“We’re calling all Marmite haters that are willing and able to take part in this fun social experiment”.
Marmite has launched the campaign as recent research revealed a whopping 89% of the nation eat the same breakfast every week, and over a third (39.7%) of the nation are concerned about the sugar content in their morning meal.
From sugary cereals to jam on toast, Marmite is encouraging the nation to stop sleepwalking into the same breakfast choices every single morning and instead, incorporate savoury breakfast options into their repertoire.
Nutritionist, Jenna Hope, further states the case for considering a savoury start to the day:“Consuming high-sugar breakfasts stimulates a spike in blood sugar level which provides fast, short-lasting energy. Encouraging the consumption of lower sugar, more savoury breakfasts can help to prevent these constant spikes and crashes.”
“Foods such as Marmite, which are fortified with B vitamins, are a great way to optimise micronutrient profiles. With the rise of the vegan movement it’s more important than ever that foods are fortified with vitamin B12 which, otherwise is very difficult to get from vegan dietary sources.”
Rachel Chambers, Marketing Manager at Marmite, said: “The taste of Marmite has been dividing families for over 100 years. We’re so pleased that we have finally cracked how to convert even the most vehement of haters to lovers, using the power of hypnosis.”
“The recent research cemented Marmite’s reputation as the most loved and hated product of our generation, and we can’t wait for lucky participants to be converted from haters to lovers”.
Client: Unilever - Marmite
Project/Campaign name: Mind Control
Client: Fikerte Woldegiorgis (Marketing Director for Savoury, Unilever UKI), Rachel Chambers (Marketing Manager, Unilever UK)
Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Creatives: Simon Vicars, Andre Sallowicz, Matt Fitch, Mark Lewis
Agency Producer: Brittany Littlewood
Project Manager: Sam McGeorge, Alice Southam
Planner/s: Will Grundy
CEO/s: Mat Goff & Tammy Einav
Business Director/s: Tom White
Account Director/s: Oliver Lester, Georgia Roca
Account Executive/s: Emily Bristowe
Designer/Typographer: King Henry
Media agency: Mindshare
PR agency: W Communications
Live Action Production company: Moxie Pictures
Live Action Executive Producer: Dawn Laren
Live Action Producer: Jess Ensor
Live Action Director: Martin Granger
D.O.P: Theo Garland
Production Designer: Rosy Thomas
Costume Designer: Jonni Fitzgerald
Editing Company: Stitch
Editor: Tim Hardy
Animation Director: Ewan Jones Morris
Animation Production Company: Friends Electric
Producer: Giles Nathan, Xavier Questel
Exec Producer: Barney Richard
Lead Animator: Matthew Rowley
Animators: Douglas McGiness, George Dyson
Flame Op: Mark Chapman, Hani AlYousif
Colourist: Jason Wallis @ Electric Theatre Collective
Animation DOP: Peter Ford
Post Production: Electric Theatre Collective
Social Post-Production: cain&abel
Audio Post Production: String & Tins
Sound Designer: Will Cohen
Hypnosis Consultant: Rory Z Fulcher