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 … read moreto 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.
Agency: adam&eveDDB, London
By simply visiting the website (https://www.marmite.co.uk/mindcontrol.html) , 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.
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