All we did was think about what Marmite meant to us. “We certainly didn’t set out to think of one, and in any case I’d say it’s more of a statement of fact than a slogan. It grew out of the simple recognition that while Flintham loved the spread, McLeod hated it.“There wasn’t a brief specifically to come up with a new slogan,” remembers McLeod. The tagline was the brainchild of Richard Flintham and Andy McLeod, and was created in 1996 when they were a young creative team at BMP DDB (now DDB London).
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