The End of Traditional Advertising?

In March 2025, Unilever announced a significant strategic shift in how it markets some of Britain’s most beloved brands, including Marmite. The consumer goods giant revealed plans to increasingly rely on influencers and social media advocates rather than traditional advertising channels, acknowledging that modern consumers are growing skeptical of conventional brand messaging.

For a brand as iconic and long-established as Marmite, this represents a fascinating evolution. From vintage poster campaigns and television commercials to TikTok creators and Instagram partnerships — Marmite is entering a new era of brand storytelling.

Why the Change?

Unilever’s decision reflects broader shifts in consumer behaviour and media consumption. Traditional advertising — whether television spots, print ads, or billboards — increasingly feels one-directional and corporate to audiences raised on social media. Consumers, particularly younger demographics, trust peer recommendations and authentic content creators more than polished brand messages.

For Marmite, a product that thrives on strong opinions and personal advocacy (you either love it or hate it, after all), influencer marketing is actually a natural fit. The brand’s polarising nature has always sparked conversation, and social media is where those conversations happen today.

What This Means for Marmite Marketing

Expect to see Marmite collaborating with food bloggers, cooking creators, nutrition advocates, and even comedy or lifestyle influencers who can authentically integrate the brand into their content. Instead of scripted commercials, we’ll see recipe videos, taste tests, cooking hacks, and creative challenges featuring the iconic brown jar.

The “love it or hate it” positioning lends itself perfectly to social media engagement. Imagine creators running taste test challenges, developing unusual Marmite recipes, or debating its merits versus international yeast extract rivals like Vegemite. User-generated content has always been Marmite’s secret weapon — now Unilever is officially harnessing it.

The Authenticity Question

Of course, influencer marketing comes with its own challenges. The success of this strategy depends on choosing creators who genuinely appreciate Marmite and can authentically integrate it into their content. Audiences are savvy — they can spot inauthentic endorsements immediately, and nothing kills engagement faster than a forced brand partnership.

Marmite has an advantage here: it’s a product that inspires genuine passion. Finding influencers who are already Marmite fans shouldn’t be difficult. The key will be giving them creative freedom to present the brand in ways that feel natural to their audience rather than dictating rigid messaging.

A Social-First Future

Unilever’s announcement signals that marketing budgets are being reallocated from traditional channels to social platforms. This shift affects not just how Marmite is advertised, but how the brand engages with its community. Expect more interactive campaigns, more user-generated content initiatives, and more opportunities for fans to participate in brand storytelling.

For Marmite enthusiasts, this could mean more creative content, more recipe inspiration, and more opportunities to connect with fellow fans. The brand has always thrived on its community of devoted lovers (and vocal haters), and social media allows that community to flourish.

Will It Work?

Only time will tell whether Unilever’s influencer strategy pays off, but for a brand like Marmite, the approach makes sense. The product’s distinctive character, passionate fan base, and conversation-starting reputation are perfectly suited to the social media landscape.

Traditional advertising told consumers what to think about Marmite. Influencer marketing will show them what real people are doing with it — cooking with it, experimenting with it, and yes, loving it (or hating it). In an age of authenticity and peer recommendations, that might be exactly what Marmite needs.

The iconic brown jar has been part of British life for over a century. Now it’s adapting to how modern Britain communicates. Love it or hate it, Marmite isn’t going anywhere — it’s just changing how it talks to us.