With over 700,000 British expats, the US is home to many Marmite-missers. A difficult delicacy to find abroad, Marmite is regularly shown to be one of the most missed products by expats, according to surveys. So, to help marmite lovers get their fix, Marmite has launched its ‘Smugglers’ campaign which recruits people to fly to America and deliver the precious cargo.

The campaign cheekily encourages Brits to smuggle jars of the classically controversial spread to the US for deprived expats, riffing on the cultural insight that the spread is hard to get hold of and missed by lovers. Created by Adam&EveDDB London and New York, the campaign leans on the ‘you either love it or hate it’ slogan, on this occasion putting the focus on the loyal lovers.

Launching across out of home, social platforms, radio, and TV, the campaign invites volunteers to apply to become smugglers. Those flying from London to New York can get involved by getting in touch with the brand over WhatsApp.

Posters and stickers with recruitment messages and the number to contact have gone up around London. At the same time, the campaign launched a radio slot where a distorted voice called for Marmite lovers to apply to be smugglers. So far, efforts have been successful within the first 48 hours the brand was contacted by over 500 willing volunteers.

Upon landing across the pond, the volunteers are instructed to drop off the goods. As a reward and thank you from the brand, they will also receive a special edition, ‘Smuggler’ jar of Marmite.

For the brand, these volunteers are doing a world of good for fellow Marmite lovers. Laura Iliffe, Brand Manager at Marmite, says: “Imagine living in a country where you don’t have access to Marmite. By spreading the love and becoming smugglers, Marmite lovers have done a truly heroic deed for British expats”.

A hero 90-second video is comedically presented in a documentary-style format. Audiences see blurred faces and distorted voices giving the inside scoop on the smuggling ring. One anonymous speaker tells the crew “Marmite runs in the family, init. Even my gran does it”. We also hear from Shirley, a recent Marmite smuggler, about her experience with the secret mission.

A series of shots in New York depict the lack of Marmite, the infamous jars on their journey through customs, and posters advertising discrete pickup spots for expats on the hunt. Then the film ends on a hilarious note, where an anonymous insider is asked if they like Marmite. They reply, “Nah, you never touch your own supply bruv”.

As part of the trans-Atlantic campaign, New York has also been experiencing guerilla comms. Posters around the city are sharing a discrete pick-up location where expats can go to get their fix.

In this eye-catching campaign, Marmite and Adam&EveDDB show support for Marmite-loving expats who have been deprived of the British staple since moving abroad. ‘Smugglers’ is a uniquely interactive campaign that showcases the brand’s commitment to Marmite lovers. By leaning on an understanding of culture, the campaign successfully creates a comedic parody that drives home the playfulness of the brand.