Marmite has unveiled a tongue-in-cheek advertising campaign that sees parents explore whether their babies will be lovers or haters of the yeast extract brand.
Developed by creative agency Adam&eveDDB, the ‘Baby Scan’ campaign uses humour to highlight that Marmite is in fact aware of how divisive its flavour is.
In the documentary-style spot directed by James Rouse, parents discover through ultrasound whether their babies will take to the Marmite flavour their mothers have just digested.
The idea was born from a recent scientific study which revealed that babies could respond to different flavours while still in the womb. According to Marmite, researchers gave pregnant women different vegetables and found that their foetuses responded with varying facial expressions, suggesting that they can experience taste through the amniotic fluid in the womb.
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“We’re obsessed with understanding the reasons why people love or hate our famous spread. While this study could reveal whether you’re born a lover or a hater, other studies support that taste buds change with age. So, while you might be born a hater, there’s still hope you could become a lover,” Marmite marketing manager Shannon Lennon-Smith said.
The campaign will also roll out via out-of-home (OOH), press and social platforms.
Adam&eveDDB executive creative director Ant Nelson added: “Whether it’s gender, eye colour or personality, all expectant parents wonder what traits their children will have before they’re born. ‘Baby Scan’ taps into this truth and answers the most pressing question of all…is my child a Marmite lover or a hater?”
The media was handled by Mindshare and PR by W Communications.
