Marmite, a savory yeast extract spread, is considered to be an acquired taste. Apparently, so is the TV ad that Unilever, the makers of Marmite, has come up with in their new campaign.
Unilever embraced the “love it or hate it” reaction people have for the salty paste, creating a commercial that features a special task force going house-to-house to rescue jars from being forgotten and neglected in the back of cupboards.
The complaints have trickled off but within the first 24 hours of the commercial debut, the Advertising Standards Authority received approximately 250 complaints, reports BBC News. Viewers found the message offensive because it came across as trivializing the work of animal rescue workers.
Here is the commercial courtesy of The Telegraph:
The ASA has no plans to take action with the complaints having come to an end.
A spokeswoman for Marmite said it didn’t intend to offend anyone, explaining, “We hope that everyone will watch and enjoy this commercial in the light-hearted way it was intended.”
Marmite’s Facebook page has had mixed responses with people saying they’d ban the product after seeing the commercial and others commenting that there is no comparison between the two, animals and Marmite, and to “get a sense of humor.”
The commercial sees the abandoned Marmite jars reunited with appreciative families and ends with the tagline, “Love it. Hate it. Just don’t forget it.”
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