Marmite is targeting young adults with a playfully suggestive campaign inviting them to experience their first time with Marmite, after YouGov research revealed that 43% of 18-24 year olds in the UK have never tried the spread.

Coinciding with Freshers’ week – famously a time of experimentation, “First-Timers” treats us to a useful lesson in how to eat Marmite, and, perhaps even more importantly when it comes to first-timers, how not to do it.

The 60” hero film, created by adam&eveDDB, features two puppets who try out putting Marmite on a slice of toast for the first time, they are invited to “stroke that” “push that” and “lick that” via a series of suggestive scenarios. The film is set to a specially recorded music track by US music producer, Giraffage, who remixed his electro track “Workout”. The end line is “Love it. Hate it. Get it on.”

To extend the ‘First timers’ theme, Marmite is set to give thousands of sampling kits to first-timers at universities across the country, launch TikTok challenge called “Are you a Marmite First-Timer?” and a quiz on Tinder called “Sticky Situations” asking participants to “love” or “hate” certain behaviour in a potential partner, in humorous and saucy language.

Find out more on adam&eveddb.