Marmite Unilever

First Timers

Agency: adam&eveDDB


Marmite serves up “tips for first-timers” in provocative new campaign

Marmite is targeting young adults with a playfully suggestive campaign inviting them to experience their first time with Marmite, after YouGov research revealed that 43% of 18-24 year olds in the UK have never tried the spread.

Coinciding with Freshers’ week – famously a time of experimentation, “First Timers” treats us to a useful lesson in how to eat Marmite, and, perhaps even more importantly when it comes to first timers, how not to do it.

The 60” hero film, created by adam&eveDDB, features two puppets who try out putting Marmite on a slice of toast for the first time, they are invited to “stroke that” “push that” and “lick that” via a series of suggestive scenarios. The film is set to a specially recorded music track by US music producer, Giraffage, who remixed his electro track “Workout”. The end line is “Love it. Hate it. Get it on.”

To extend the ‘First timers’ theme, Marmite is set to give thousands of sampling kits to first-timers at universities across the country, launch TikTok challenge called “Are you a Marmite First-Timer?” and a quiz on Tinder called “Sticky Situations” asking participants to “love” or “hate” certain behaviour in a potential partner, in humorous and saucy language.

This professional campaign titled 'First Timers' was published in United Kingdom in October, 2023. It was created for the brands: Marmite and Unilever, by ad agency: adam&eveDDB. This Integrated medium campaign is related to the Food industry and contains 1 media asset. It was submitted 5 minutes ago.


Client: Unilever
Brand: Marmite
Project/Campaign name: First Timers
First Air Date: 30.09.23

Client/s Team:
Job Title: Andre Burger – Vice President, Foods & Refreshment, Unilever UKI
Job Title: Georgina Bradford – Marketing Director for Savoury, Unilever UKI
Job Title: Lena Portchmouth, Marketing Manager, Local Jewels, Unilever UKI
Job Title: Laura Iliffe, Brand Manager, Unilever UKI

Agency: adam&eveDDB
Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Creative Directors: Colin Booth & Ben Stilitz
Agency Integrated Producer: Brittany Littlewood
Senior Planner: Liora Ingram
Junior Planner: Lucy Wilson
Project Manager: Linda-Aileen Macfarlane
Joint CEO: Helen Andrews
Managing Partner: Tom White
Account Director/s: Max Sullivan & Carrie Pollock
Account Manager/s: Lydia Barber

Business Affairs: Martin Eels, Layla Husted, Jamie Hirst

Design: King Henry
Head of Design: Paul Knowles

Media agency: Mindshare
Business Director: Tess Domenet
Account Directors: Natasha Irwin, Ismaila Bojang
Account Manager: Anna Mason
Account Executive: Megan Wieland
Strategy Director: Alexandria Oliver

PR Agency: W Communications
Director: Jess O’Donohoe
Campaign Director: Grace Jackson
Associate Creative Director: John Wilkinson
Account Director: Paige Hartley
Account Director: Harriet Evans-Webb
Account Manager: Ella Bull

Production company: SMUGGLER
Executive Producers: Fergus Brown
Producer: Amelia Hanbury
Director: Guy Shelmerdine
D.O.P: Jan Cabalka
Puppet Makers: Puppets Magic Studio
Puppeteer: Michal Podhradsky
Editing Company: Shift Post
Editor: Saam Hodivala
Post-Production: Absolute Post
Senior Post producer: Kirsty Ratcliffe
Production Assistant: Megan Shaw
VFX Shoot Supervisor: Kieran Baxter
Lead Artist: Kieran Baxter
Colourist: Dave Ludlam
Music Agency: Big Sync Music
Music Supervisor: Alicia Leinot
Music: “Workout” by Giraffage
Audio Post-Production: 750mph
Sound Design & Mix: Sam Ashwell
Audio Producer: Olivia Ray


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