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Creative

Marmite Mind Control Campaign by adam&eveDDB Sees Haters Turn to Lovers

The comedic campaign centres around a 15-minute hypnotic mind control experience which uses powerful hypnotherapy techniques to turn adult Marmite haters into lovers

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”. 

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Credits

Client: Unilever - Marmite

Brand: 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