Marmite released a new television advertising campaign this week, for the first time in two years, with a new slogan. ‘Love it. Hate it. Just don’t forget it.’

The advert depicts a spoof team of workers going into family homes to rescue neglected jars of marmite. Since its broadcast the campaign has received a mixed response. Some have viewed it as tongue in cheek, however 400 others have made complaints to the Advertising Standards Authority (ASA), in which they voice their concern that it trivialises the work of animal welfare charities.

In response to the criticism, Unilever, who own the Marmite brand, have since donated £18,000 to the RSPCA and commented that it was never intended to cause offence. The ASA will now decide, using the UK advertising codes, whether any action needs to be taken.

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