Marmite Ushers in the Summer of Love, Not Hate

Cast your mind back to 1967 (or just Google it) and Woodstock was soon to be the centre of the world, and the three-day festival helped usher in the Summer of Love.

adam&eveDDB London has taken inspiration from that period to create a new campaign for Marmite called The Summer of Love Not Hate. The campaign includes an animated online film [above] from Big Active's Andy Baker, which features a chilled-out kitten extolling the virtues of the yeasty spread, and a more kinetic rock monster who is not such a fan.

There is also a selection of outdoor posters featuring other Woodstock-inspired characters and in addition Marmite is also launching the Marmite Love Café, the world’s first ‘payment by social sentiment’ restaurant.

The cafe will be open to London customers on Tuesday 4 and Wednesday 5 August and the aim of the café is to reward those who are lovers not haters. The café will decide whether or not you need to pay dependent on the amount of love or hate you show the brand on social media.

“What was wrong with the First Summer of Love in 1967, the Second Summer of Love in 1988 and the Third Summer of Love in 2004?" asks adam&eveDDB ECD, Ben Tollett. "Not enough recreational Marmite use. But things are about to change. Welcome to Marmite's Summer of Love Not Hate 2015. It's just like your standard Summer of Love. But with a little bit of hate thrown in. Groovy.”