DON’T BE AFRAID OF THE DARK
Brand: Pioneer Foods | Product: Marmite | Medium: Design Mixed-Media
Marmite - ‘If Mother didn’t tell you about Marmite, what else didn’t she tell you?’ – A campaign that brought to life everything unknown, interesting or downright bizarre. One thing your mother definitely didn’t tell you are scary stories – local and traditional- that spring from Halloween. Since we’ve positioned ourselves as the spread that tells you things your mother didn’t tell you, we thought it appropriate to connect the dots, and created a Halloween campaign that did just that.
The tactical Halloween campaign ‘Don’t be afraid of the Dark’ encourages people to be brave and try the original dark stuff, because there really isn’t anything to be afraid of.
Illustrated by Dani Loureiro
Pack delivered to media.
A few of the Marmite bottles decided to dress up for Halloween.
The limited edition bottles were auctioned off with the proceeds going to a children's home charity.
Client: Pioneer Foods
Agency: Publicis Machine
ECD: Jake Bester
Group Creative Director: Gareth McPherson
Creative Directors: Dani Loureiro, Bridget McLaren
Art Directors/Designers: Joshua Foster, Andrew Ringrose
Copywriters: Gisele Human, Neil Meyer, Craig Walford
Illustrators: Dani Loureiro, Andrew Ringrose