The television advert, created in the classic stop-motion style, showed Paddington trying a Marmite and cheese sandwich and declaring it "really rather good." However, his good taste was not shared by a nearby seagull, whose disgust triggered a chaotic chain of events.

The campaign sparked considerable controversy, with fans and even Paddington's creator, Michael Bond, expressing their dismay. Mr. Bond had to issue a statement reassuring the public that Paddington's first love would always be marmalade. The partnership was not renewed, leaving this as a curious and memorable chapter in Marmite's advertising history.

Source: https://www.theguardian.com/media/2007/oct/02/advertising, https://www.independent.co.uk/news/media/advertising/paddington-bear-s-marmite-ad-causes-outcry-400000.html