Seriously,

“But I always have marmalade in my sandwiches!” exclaimed Paddington, when he was first approached by the advertising agency.

“That’s exactly why we think you would be perfect for the campaign,” they explained. “We want people who normally have something different in their sandwiches to try Marmite”. (Paddington Stars in a New Series of Marmite Ads)

This is just plain wrong. So fucking wrong. Thanks for taking a shit on my childhood, Mr. Brown.