Recent research revealed 89% of the nation ate the same breakfast every week.

Our Campaign brief was to get breakfast goers to use Marmite instead of their poor sugary breakfast alternatives and thus increase sales of Marmite...and that meant getting the Marmite haters to try Marmite.

Marmite - you either love it or you hate it.

But Marmite haters really, really hate it.

To grow sales, we needed to convince haters to buy marmite.

Normal advertising methods weren’t going to work, so to change haters’ minds… we actually changed their minds.

The Advertising industry has always been accused of ‘brainwashing’ people, so we thought… ‘let’s do exactly that’.

Partnering with hypnotherapy expert, Rory Fulcher, we created a mind control campaign with the sole purpose of turning Marmite haters into Marmite lovers.

Haters were invited to watch a 15 minute ‘mind control’ film at a special viewing, whilst subliminal triggers were hidden in other brands’ TV, Radio, Print and Outdoor advertising

Our brief was to get parents with young children (0-9) who aren’t putting Marmite on the table to get their family to give it a try by offering a tastier, healthier breakfast alternative.

We had to change the minds of Marmite haters… so we changed their minds. In order to reach as many people as possible it was important that we infiltrate each platform consumers are exposed to in order for our subliminal messages to take effect.

Marmite Mind Control became an integrated campaign deployed across multiple channels (TV, OOH, print, radio, social, experiential) which helped land our Purpose message effectively and at scale.

By hiding our marmite messages in other Brands’ adverts we lured the public into a false sense of security which allowed us to talk to them on a subconscious level.

Partnering with hypnotherapy expert, Rory Fulcher, we employed mind control techniques and the dark arts of subliminal messaging to re-programme haters minds and taste buds…

We created a mind control campaign with the sole purpose of turning Marmite haters into Marmite lovers. Haters were invited to watch a 15 minute ‘mind control’ film at a special viewing, whilst subliminal triggers were hidden in other brands’ TV, Radio, Print and Outdoor advertising.

The film begins with an image of a Marmite Jar which has a hypnotic swirl on it.

Rory's voice begins to talk to the viewer, first welcoming them to the Marmite Mind Control experiment, and then talking them through what will happen on this journey to becoming a lover or Marmite.

Using behavioural science and hypnotherapy techniques viewers are then fed suggestive visuals and messaging over a 15 minute experience.

The campaign ran over a period of 4 months.

Brand awareness went up 400%, 100,000 new households bought Marmite and 80% of participating haters who saw the film were converted into lovers.