Unilever brand Marmite is launching an integrated advertising campaign featuring childrens storybook characters Horrid Henry and Perfect Peter, in a clever illustration of Marmites well known You either love it or hate it dichotomy. Launching this week, a national press campaign created by iris will feature the popular characters as part of Marmites tie-up with the DCSFs Reading For Life a government initiative that seeks to promote the benefits of enjoying reading from a young age. Marmite will be giving away free audiobook downloads as part of the initiative, and will give life to its brand positioning with two alternative promotional jars: Marmite is perfect/ Marmite is horrid, which feature illustrations by renowned illustrator Tony Ross. In addition to this and the press campaign, which features special print ads in a wide variety of consumer titles, iris has created two 40 radio ads with the aim of targeting families with children aged between 6 and 10 years old. An online splash page has been developed by AKQA as part of the campaign, and there will also be a PR drive by Splendid. To redeem their free audiobook, consumers must find their unique code on the jar, enter it at http://Marmite.co.uk and follow the download instructions. There are five Horrid Henry stories to collect.
Advertising Agency: Iris, UK Copywriter: Kate Royce Art director: Deon Sensky Designer: James Butterworth Planner: James Champ Media agency: Mindshare Media planner: Luke Mcgannvia adsoftheworld.com