Sub umbrela unei seri de weekend, într-un mediu deschis tuturor gusturilor, la o “ieşire” în oraş s-a născut un nou concept: Foodvertising.
Foodvertising duce reclamele bune şi cheful de “out_of_home_ doing_ nothing” într-un loc prietenesc, cu pereţi mari pentru proiectarea spoturilor şi cu un bucătar care găteşte bun şi bine.
Conceptul e pe talia tuturor: strângem pasionaţi, ne adunăm într-un pub, cafenea, restaurant (numai pentru noi), vizionăm spoturi bune, vorbim despre ele, mâncăm bine, gustăm tot felul de preparate şi sosuri voodoo (pentru noi, cei ce nu trăim pe meleagurile lor), ne lăsăm sau nu influenţaţi de reclamele lor (create oricum pentru ei, nu pentru noi), totul într-un mediu informal, menit să ne deschidă apetitul de a relaţiona cu oameni faini, ca şi voi.
Marmite is a sticky, dark brown paste with a distinctive, powerful flavor. Being both extremely salty and extremely savory, the taste of Marmite is comparable to soy sauce. This distinctive taste leaves little room for a middle ground - you either love it or you hate it.
During 106 years of existance, Marmite has become more than a simple savory spread: it is a British cultural icon, a national symbol. As important to the British as roast beef and Yorkshire pudding. Children grow up on it, soldiers march on it, and it travels abroad in the suitcases of an estimated 11 percent of British holiday-makers who apparently can’t take a break from the stuff.
Although Marmite is hugely successful in Britain, its quirky taste makes it difficult to market abroad, thus the brand is likely to remain a uniquely British obsession alongside stiff upper lips and the royal family.
To convince yourself of that, all you have to do is taste it.
So, why wait?
Marmite Squeezy - print campaign
Agency: DDB London
Art Direction: Jeremy Craigen, Damien Bellon,
Copy: Thierry Albert,
Illustration:Dermot Flynn
Marmite viral ad
Marmite Squeezy
Advertising: Mediamark Communication, Luerzer’s Archive
Food: Papa La Soni, Marmite
Original recipe by: Florin Popa and Dan Ionita
Proiectie de reclame din anii 1989 - 1991 din colectia Luerzer’s Archive, pentru o mica analiza a ce insemna publicitatea in lume, in timp ce in Romania aceasta industrie era inca la maternitate in sectia de nou nascuti.