<P> Marmite's publicity campaigns initially emphasised the spread's healthy nature, extolling it as "The growing up spread you never grow out of ." The first major Marmite advertising campaign began in the 1930s, with characters whose faces incorporated the word' good' . Soon afterwards, the rising awareness of vitamins was used in Marmite advertising, with slogans proclaiming that "A small quantity added to the daily diet will ensure you and your family are taking sufficient vitamin B to keep nerves, brain, and digestion in proper working order ." </P> <P> During the 1980s, the spread was advertised with the slogan "My mate, Marmite", chanted in television commercials by an army platoon . The spread had been a standard vitamin supplement for British - based German POWs during the Second World War . </P> <P> By the 1990s Marmite's distinctive and powerful flavour had earned it as many detractors as it had fans, and it was known for producing a polarised "love / hate" reaction amongst consumers . Marmite launched a "Love it or Hate it" campaign in October 1996, and this resulted in the coining of the phrase "Marmite effect" or "Marmite reaction" for anything which provoked strong and polarised feelings . On 22 April 2010, Unilever threatened legal action against the British National Party for using a jar of Marmite and the "love it or hate it" slogan in their television adverts . </P> <P> As Unilever has the exclusive right to the Marmite name in the United Kingdom, and Sanitarium has the exclusive right to the name in Australia and New Zealand, their respective versions of Marmite must be sold under a different name in the other countries . Unilever International sells the British Marmite as Our Mate in Australia and New Zealand, while Sanitarium sells the New Zealand Marmite as "NZ - Mite" in the UK . </P>

Why is marmite called our mate in australia