Marmite's famous slogan 'Love It Or Hate It' uses the product's famous divisiveness to advertise itself

The concept for this 10-second advert targets those that sit on the fence, the consumer that might consider trying Marmite but is held back, seeing it as, 'weird' or 'strange'. By comparing Marmite against these other toast toppings, leaves you to decide whether Marmite should still be viewed in this way, forming the slogan: 'Marmite doesn't seem so strange now, does it?