Unliever Bestfoods will mark this year's 100th birthday of its "growing up spread" Marmite with a £3m spend. The festivities begin on February 4 when three new ads hit TV screens. All focus on the brand's heritage and echo the Love it/Hate it' theme of its advertising since 1998. The first, set in the 1950s, features members of an Everest team confined to base in bitter weather who console themselves by eating Marmite. At the same time, pots with new old' labels will be rolled out, supported by instore PoS, while some London taxis will sport the brand's red and gold livery. A second promotion, featuring a yet to be revealed "essentially British celebrity" who ­ like Marmite ­ "inspires polarised reactions", is promised later in the year. The company is striving to move Marmite outside its traditional associations with sit-down breakfasts ­ a declining occasion and a limited edition Walkers crisps will come in Marmite flavour (see News). "We have to remind people to get it out of the cupboard and use it," said group brand manager Oliver Bradley. {{P&P }}