Our new campaign for Marmite coincides with Freshers’ Week, a time famously known for experimentation, “First-Timers” treats us to a useful lesson on how to eat Marmite, and, perhaps even more importantly when it comes to first-timers, how not to do it.

Throughout freshers week Marmite is giving out thousands of sampling kits to first-timers at universities across the country, launching a TikTok challenge called “Are you a Marmite First-Timer?” and a quiz on Tinder called “Sticky Situations” asking participants to “love” or “hate” certain behaviour in a potential partner, in humorous and saucy language.

Our 60” hero film features two puppets who try out putting Marmite on a slice of toast for the first time, they are invited to “stroke that” “push that” and “lick that” through a series of suggestive scenarios ending in “Love it. Hate it. Get it on.” The film is set to a specially recorded music track by US music producer, Giraffage, who remixed his electro track “Workout”.