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DDB has created the "Ma'amite" campaign to raise the profile of the limited-edition Jubilee jar.

The nationwide outdoor campaign plays on the "love it or hate it" positioning with the Queen’s favourite corgi dogs.

The work changes "Marmite" to "Ma’amite" and altered the well-known label to include a Union Jack and crown, with the wording around the bottom of the jar reading: "Toasting the Queen's Diamond Jubilee."