Marmite Marketing

Marmite's publicity campaigns initially emphasised the spread's healthy nature, extolling it as "The growing up spread you never grow out of." During the 1980s, the spread was advertised with the slogan "My mate, Marmite", chanted in television commercials by an army platoon (the spread had been a standard vitamin supplement for British-based German POWs during the Second World War). By the 1990s, another strand entered the company's marketing efforts; Marmite's distinctive and powerful taste had earned it as many detractors as it had fans, and it was commonly notorious for producing a binary and exclusive "love/hate" reaction amongst consumers.