The limited edition jars, which Marketing first reported, are on sale until September and play on the 1960s hippie Woodstock era as well as the spread's famous strapline - love it or hate it.
The campaign will include an online film featuring a music battle for the new summer jars between a colourful kitten and a 'crazed rock monster' as well as an outdoor poster campaign.
The posters show characters feeling groovy or looking a little rough depending on whether or not they like marmite, though it's not clear if this is as a result of the marmite or of partying a little too rigorously.
The brand is also launching a Marmite Love Café for Marmite fans next week, which will accept payment by social sentiment.
"This summer, we want to encourage the British public to be lovers, not haters," said Philippa Atkinson, assistant brand manager for Marmite.
Brand: Marmite
Agency: adam&eveDDB
Chief creative: Ben Priest
Campaignliveus
