Marmite's '60s throwback: Summer of Love/Hate LE Jars

POSTED BY on Jul 30, 2015

Grab your mood ring and tie-dye shirt! It’s time for a '60s throwback to a summer of love…or of hate. We’re loving the new Limited Edition jar designs for the Summer of Love/Summer of Hate campaign that our UK team created in partnership with Marmite.

FoodBev Magazine recently featured this project on their site:


Marmite has announced plans to extend its Love It or Hate It slogan by releasing a limited edition jar, featuring a sixties throwback design.

The Unilever brand has unveiled two new designs: one labelled “summer of love”, which features Marmite’s traditional yellow lid and summery floral graphics; while a second “summer of hate” variant comprises a black lid, with illustrations of umbrellas and pouring rain. The new jars reference Britain’s notoriously unpredictable summertime weather and is in keeping with Marmite’s opinion splitting ways, the brand said, taking design inspiration from Woodstock and the summer of love in 1967.

The designs are accompanied by a limited-time product reformulation, made using 100% lager yeast for a lighter and more summery blend. The variant is billed as “a delicately flavoured adaptation of the traditional recipe that has been loved (and hated) by consumers for many years”.

The spreads will be available to retailers between July and September, while stocks last, with a recommended retail price of £3.49 for each 250g unit.

Marmite assistant brand manager Philippa Atkinson said: “With an innate ability to create talkability and buzz, Marmite owns a unique territory and we aim to build on this with the launch of our limited edition summer spread. This summer, we want to encourage the British public to be lovers, not haters, with our new lighter tasting recipe. It is a slight twist on the traditional recipe, making it a perfect spread to have this summer.”

Christina Arbini is the Public Relations Supervisor at Hornall Anderson. Contact her at c_arbini@hornallanderson.com or follow her on LinkedIn or Twitter @PR_ChristinaA.

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