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The Unilever-owned brand has released a lighter, limited edition of its spread for summer, which is available to buy until September. The flavour will come in two illustrated Summer of Love and Summer of Hate jars.
Marmite’s ad agency Adam & Eve DDB has created an integrated ad campaign, which includes an online film and outdoor posters.
'The Summer of Love Not Hate' campaign takes design inspiration from Woodstock’s summer of love in 1967 and encourages the nation to "spread the love" this summer.
The animated online film features a music battle between a colourful kitten and a crazed rock monster vying for supremacy over the new summer jars. The film will be available to watch on YouTube and Facebook.
More characters can be seen on three outdoor poster pairs in the London Underground.
Ben Tollett, the executive creative director at A&E/DDB, said: "What was wrong with the first Summer of Love in 1967, the second Summer of Love in 1988 and the third Summer of Love in 2004? Not enough recreational Marmite use. But things are about to change.
"Welcome to Marmite's Summer of Love not Hate 2015. It's just like your standard Summer of Love. But with a little bit of hate thrown in. Groovy."
In addition to the advertising campaign, Marmite is launching a Marmite Love Café, which it is calling "the world’s first payment by social sentiment restaurant". It will be open to consumers on the 4 and 5 August.
Philippa Atkinson, the assistant brand manager for Marmite, said: "With an innate ability to create talkability and buzz, Marmite owns a unique territory and we aim to build on this with the launch of our integrated advertising campaign and the Marmite Love Café.
"This summer, we want to encourage the British public to be lovers, not haters."
Mindshare handled the media. W Communications is handling the experiential and PR activity around the Marmite Love Cafe and Clarion is handling the PR for the campaign.
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