Marmite, the spreadable vegetable-based product with Australian origins, is lighting up Oxford Street in London this year with its "You either love it or hate it" campaign. Many large 'Marmite Gold' branded Christmas light banners can be seen up and down London's famous street amongst other various Christmas themed banners.
The lights at the famous Oxford Circus junction show a jar of Marmite being stampeded by reindeer.
A part of the campaign involves using social media and the public. (Rob Messeter and Mike Crowe of DDB helped create the idea by wanting to allow characters to 'love or hate' the product and to have their moment of fame. (1).)
Photographs can be uploaded via the Marmite Facebook application in the 'Love' or 'Hate' category. These photographs are then uploaded onto various banners dotted up and down Oxford Street. The Christmas light banners include the words "Merry Christmas from Marmite" with the company's brand phrase 'you either love it or hate it' with a picture of a member of the public shown inside the lights (with a Christmas hat). The banner alternates with one informing how to get your picture displayed, and this points to Facebook.
A Marmite banner showing a user's photograph.
1. Gosling, Emily. Design Week. Designing Oxford Street's Christmas Lights. http://www.designweek.co.uk/whats-on/designing-oxford-streets-christmas-lights/3035554.article [9 November 2012].
Leave a comment