The campaign, created by DDB, introduces two Marmite political parties, The Love Party and The Hate Party.
Marmite says the two political parties will go head-to-head in a “fierce election battle to determine whether we are a nation of Marmite lovers or haters”
Each party has a Marmite-related manifesto and an overall promise, which will be implemented if they are elected into power.
The Love and Hate parties launched their election campaigns today (31 March) with personal interviews with Love party leader Fay Freely and Hate party leader Steve Heaving in Shortlist Media’s free weekly magazines Stylist and Shortlist.
Television and online ads in the form of party political broadcasts will debut on 2 April. A press campaign will follow from 5 April and radio ads will broadcast party announcements from 12 April.
The brand has created a dedicated web source called the Marmite News Network to provide rolling news as the election campaign unfurls and is as using social media to give followers information on both the parties and their manifestos.
Both parties plan to target mums, an audience identified by political analysts as a key battleground for the election.
Members of the public will be able to vote for the Love or Hate party online before 10.30pm on Thursday 29 April. Marmite will announce the winning party on Sunday 2 May.
The Hate Party, representing marmite haters, promises to “Stop the Spread” of Marmite by reducing its production and consumption. The party pledge to introduce designated “Marmite-eating” zones across the UK and to set up a “Spread Offenders List” to expose Marmite lovers. It pledges to enforce a compulsory label change to “Tarmite” and include a bad breath warning.
The Love Party pledge to “Spread the Love” of Marmite and promote its “delicious” taste and B vitamins. Initiatives include developing new ways for Marmite to help tackle society’s issues, such as Marmite flavoured pencils in schools to boost attendance, anger management courses for Marmite haters and to criminalise all acts of “face-pulling towards the Marmite-loving community”.
Media planning has been handled by Mindshare.