What is the trend of polarizing brand positioning?

Brands leveraging deliberate divisiveness can create highly engaged niche communities and valuable user-generated content that shifts earned media dynamics.

What is the trend of culinary co-creation marketing?

Recipe-driven campaigns that invite consumer adaptation open possibilities for platformized crowdsourced menus and ingredient partnerships that redefine product use-cases.

What is the trend of emotional-response advertising?

Advertising designed to provoke strong feelings can be harnessed to develop predictive sentiment models and targeted creative formats that optimize shareability and loyalty.

What are the implications for the food and beverage industry?

Savory spread makers and condiment brands face opportunities to expand into experiential flavor platforms and subscription models centered on personalized taste profiles.

What are the implications for the retail grocery industry?

Supermarkets and e-commerce grocers could benefit from curated micro-sections and recommendation engines that surface divisive or cult-favorite items to increase basket differentiation.

What are the implications for the advertising and creative agencies industry?

Creative shops have room to develop specialized divisiveness-driven campaign toolkits and analytics services that monetize provocation as an engagement metric.

Divisive Savory Spread Campaigns : Love it. Hate it. Cook with it. campaign

The Marmite Love it. Hate it. Cook with it. Campaign is Cheeky

Michael Hemsworth — May 5, 2026 — Lifestyle

References: grocerygazette

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The Marmite Love it. Hate it. Cook with it. campaign has been debuted in the UK from the Unilever-owned brand as part of its embrace of the divisive nature of the savory spread. The campaign consists of classic foods like pizza, toast and pasta each enhanced with the yeast extract spread with simple copy that encourages consumers to use it in their favorite recipes, no matter their preference. The campaign has reportedly elicited strong emotional responses amongst consumers, but this comes as expected due to the divisive feelings many have about the spread.

The Marmite Love it. Hate it. Cook with it. campaign builds on the brand's continued embrace of its divisive nature as a means of catching the attention of shoppers in a cheeky way.

Trend Themes

Polarizing Brand Positioning — Brands leveraging deliberate divisiveness can create highly engaged niche communities and valuable user-generated content that shifts earned media dynamics.
Culinary Co-creation Marketing — Recipe-driven campaigns that invite consumer adaptation open possibilities for platformized crowdsourced menus and ingredient partnerships that redefine product use-cases.
Emotional-response Advertising — Advertising designed to provoke strong feelings can be harnessed to develop predictive sentiment models and targeted creative formats that optimize shareability and loyalty.

Industry Implications

Food and Beverage — Savory spread makers and condiment brands face opportunities to expand into experiential flavor platforms and subscription models centered on personalized taste profiles.
Retail Grocery — Supermarkets and e-commerce grocers could benefit from curated micro-sections and recommendation engines that surface divisive or cult-favorite items to increase basket differentiation.
Advertising and Creative Agencies — Creative shops have room to develop specialized divisiveness-driven campaign toolkits and analytics services that monetize provocation as an engagement metric.

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