Marmite’s latest outdoor campaign has divided UK consumers, with new research showing the ads sparked far higher levels of disgust than average.

The Unilever-owned brand’s “Love it. Hate it. Cook with it.” campaign showcases a series of familiar comfort foods, including cheesy pizzas and pasta dishes, alongside the distinctive Marmite jar.

The creative aims to build on the brand’s long-running “love it or hate it” positioning while encouraging shoppers to think of Marmite as a cooking ingredient beyond its traditional role on toast and crumpets.

According to data from System1, which tested the campaign with a nationally representative UK audience through its Test Your Ad Outdoor platform, 8 per cent of viewers reported feelings of disgust in response to the ads.

System1 said this was notably higher than the outdoor advertising average. However, the campaign also generated a much larger positive response, with 27 per cent of viewers reporting happiness after seeing the creative.

The research firm said the campaign successfully leaned into Marmite’s polarising identity while giving the brand a fresh role in everyday meals.

System1 said its wider research has found that strong emotional responses are key to helping brands stand out, particularly in a market where many ads risk being seen as dull or forgettable.

It added that humour is one of the most effective ways to drive happiness in advertising, and said Marmite’s latest campaign over-indexed on this emotion.

System1 chief growth officer, advertising, Andrew Tindall said: “This campaign is built on a brilliantly simple insight. Most people still pigeonhole Marmite as a breakfast staple, something for toast or crumpets, but here the brand challenges that by showing up in unexpected, everyday meals and reframing it as a versatile ingredient.

“You might not like it on bread, but you might love it in a stir fry. That tension is where the magic happens.

“At System1 we see that negative emotion, as well as positive, can drive short-term action, and Marmite strikes that balance well.

“There is always a risk of pushing too far into disgust, but for a brand that already divides opinion, leaning into that controversy is a smart way to cut through and drive trial.”

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