As I take the last bite out of my scrumptious Marmite on toast (I’m very much in the ‘love it’ camp), an angry viewer is no doubt picking up the phone to complain about the new commercial for the food spread.

The brand has received a critical backlash for the new ad, which mimics an animal cruelty documentary. It has been reported that the Advertising Standards Authority (ASA) has received around 400 complaints, as well as viewers slamming the advert via Marmite’s Facebook and Youtube page. No doubt you’ll soon hear cries for the advert to be banned.

In response to the complaints, Unilever – the company behind Marmite – have now donated £18,000 to the RSPCA. Matt Cull, from the animal charity’s fundraising team said: “Love the advert or hate it, we are thrilled to announce that Marmite have put their money where their mouth is and are spreading the love for animal welfare… This will make a massive difference to the animals and we are very grateful for their generosity.”

The new £2m tongue-in-cheek campaign – which features the marketing slogan ‘Love It. Hate It. Just Don’t Forget It’ – was created by agency Adam & Eve DDB and is the food spread’s first TV advert in two years.

Take a look at the advert below. What do you think of it? Do you love it or hate it? Is all the fuss about nothong? We’d love to hear opinions. You can comment below or via our Facebook page.