Consumer awareness of Marmite has risen since the launch of a new TV ad campaign last month, according to data released this week by YouGov’s BrandIndex.
Developed by London agency Adam&EveDDB, the campaign sees parents explore whether their babies will be lovers or haters of the yeast extract brand.
Since its launch, the brand’s Ad Awareness score – which tracks consumer sentiment – steadily rose over the last two weeks of April, indicating a clear correlation between the campaign’s launch and increased brand awareness.
Standing at 2.7% at the time of the ad’s release, the brand’s score rose to 3.6% within two days before peaking at 4.6% on 28 April.
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In the documentary-style spot directed by James Rouse, parents discover through ultrasound whether their babies will love or hate the taste of the Marmite their mothers have just eaten.
The idea was borne out of 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.
