Marmite is a brand that always divides opinion. People either love it or hate it, and the brand has built its identity around that tension. In 2026, Marmite launched its “Love It. Hate It. Cook with It.” campaign in the UK, turning this polarising personality into a bold marketing move. 

Let’s break down why this campaign works and what marketers can learn from it. 

What Happened 

The campaign ran in outdoor spaces and print media across the UK. Its main goal was to show Marmite as more than a breakfast spread by featuring it in everyday cooking. 

The visuals were designed to provoke strong reactions: 

1. Close-up food shots highlighted the unique look and texture of Marmite dishes.
    
2. Humor and mild disgust were combined to make people react emotionally, whether positively or negatively.  
3. Bold design ensured the ads stood out in crowded urban and print environments.  

By focusing on Marmite’s well-known polarising identity, the campaign encouraged people to notice, remember, and talk about it.  

This was not just advertising; it was a conversation starter. 

Why It Works: The Psychology 

Marmite’s campaign was designed to generate strong emotional responses rather than just being seen. Testing with a nationally representative UK audience using the System1 platform revealed the impact: 

• 8% of viewers reported feelings of disgust, which is significantly higher than the average outdoor ad. 

• 27% of viewers reported feelings of happiness, showing that the inventive dishes sparked positive emotion even more strongly. 

These results illustrate emotional contrast, a key psychological principle: strong negative reactions combined with strong positive reactions create memorable and shareable advertising. 

Another important reason the campaign worked is that it fit Marmite’s personality. People know Marmite is a brand you either love or hate, and the ads used that. By showing what makes Marmite different, the campaign kept fans engaged and got more people talking.  

This shows that linking emotions to a brand’s personality makes marketing memorable and authentic. 

Business Takeaways 

The campaign shows how emotion and brand personality can make marketing memorable. By combining strong feelings with a clear identity, the campaign sparked conversation and stood out in a crowded advertising landscape. 

Here are the main lessons for marketers: 

1. Use polarising emotion carefully: Strong reactions can capture attention and boost recall, but it’s important to understand your audience and where the line is between engaging and alienating. Testing and insights can help guide this balance.  
2. Align emotion with brand identity: Campaigns work best when the feelings they evoke reflect what the brand stands for. Messaging that fits a brand’s personality feels authentic and resonates more with audiences.  
3. Make ads memorable: Humor, surprise, and emotion together create campaigns people remember and talk about. Creative strategy that intentionally incorporates these elements can increase engagement.  
4. Test for impact: Understanding how an audience responds before a full rollout can reduce risk and improve results. Tools and frameworks, like audience testing, help refine messaging and highlight what resonates most.  

By combining insights on emotion, identity, and audience response, marketers can take lessons from Marmite’s campaign and apply them to create content that cuts through the clutter.  

At Rohring Results, we can support this process by helping brands interpret audience data, refine messaging, and design campaigns that are both engaging and aligned with their identity. 

The Bottom Line  

Marmite’s “Love It. Hate It. Cook with It.” campaign proves the power of emotion and identity in marketing. By creating a mix of amusement and mild disgust, and leaning into its polarising personality, the brand captured attention, sparked conversation, and left a lasting impression. The campaign highlights how emotional contrast and alignment with brand identity can make advertising both memorable and shareable. 

If you want your marketing to grab attention and stick in people’s minds, Rohring Results can help. We turn audience insights and psychology into campaigns that connect, engage, and get results.  

Ready to make your next campaign memorable? Book a discovery call today and let’s see how we can bring your ideas to life!