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Marmite likes to flaunt its tagline ‘love it or hate it’, and this year it extended its high-risk strategy to its spoof ad campaign linking neglected jars of the yeast extract sitting at the back of consumer cupboards to the rather emotive subject of animal cruelty. Cue more than 500 complaints, though there was plenty of support too - and the ASA reckoned people would realise it was a spoof so didn’t take action.
See the full list of The Grocer’s Top Campaigns of 2013.
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