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 during the 1930s, with characters whose faces incorporated the word "good". Soon afterwards, the increasing 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".