This week, Marmite’s new ad
campaign, which features jars of the product being ‘saved’ by rescue teams from
the back of consumers’ cupboards, has caused outrage from some viewers, leading
to the Advertising Standards Authority receiving almost 400 complaints.
Described by complainants as
being in ‘poor taste, deeply offensive and trivialising the work of animal
welfare charities and child protection agencies’, it joins a list of ads that
have offended consumers.
Despite this, it’s actually far
from the most complained about ad, which for 2012 went to the Go Compare
adverts, with almost 2,000 complaints.
As a result, we have seen Marmite’s
PR team leap into action and show the PR world how to respond to listen to consumers
and respond to a crisis in the right way. They could have just issued a
statement to clarify its relative metaphorical humour, however they have taken
it one step further and decided to make a donation of £18,000 to animal welfare
charity, the RSPCA. For me, this shows professionalism in dealing with the
situation and it’s a great result for the RSPCA too.
This is a strong example of the
power of the consumer and emphasises the need for every PR or marketing
campaign to be executed with precision and compassion. Get it right and you can
win the hearts and minds of consumers, but get it wrong and you can severely
damage your reputation.
But, with animal cruelty among
one of the top themes which is likely to provoke a complaint, I did ask myself why
Marmite would even run the risk of causing offence among viewers and ending up
with a potential crisis.
Well, whether you like it or not,
it has undoubtedly been effective at creating conversation about the product.
The advert is obviously designed to be light hearted, and it sits well with the
brands strap line, ‘love it or hate it’.
And let’s face it, there will
always be someone who disapproves or takes offence, but as with anything in
life unless you take the risk you will never achieve anything.
Hannah Dudek
Account Executive
