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Top 6: April 17th 2024
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Marmite: SmugglersTop 6: April 17th 2024
Marmite has called on loyal fans in the UK to spread the love in its new cross-border campaign created by adam&eveDDB London and New York. The Unilever brand is going to extreme lengths to get jars of the sticky breakfast spread into the US for desperate British expats hankering for their Marmite fix. Surveys regularly show that Marmite is one of the most missed products by expats, and right now, over 700,000 Brits living in the US have little or no access to Marmite. So, for this new campaign, 'Smugglers', Marmite is recruiting daring volunteers in the UK to sneak the spread into the US in a trans-Atlantic show of support for expats. In a recruitment campaign that has been running across OOH, social, radio, and TV, Marmite is inviting people flying from London to New York to become Marmite Smugglers, by contacting the brand via WhatsApp. Phone kiosks and poster sites have been plastered with the recruitment messages, and in radio, a distorted voice call for Marmite lovers to smuggle the spread to the thousands of expats who need a fix.
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