Ultrasound determines whether soon-to-be-born babies love or hate Marmite
Marmite is taking its famously divisive savory spread into the womb.
The brand has an audacious pitch to expectant parents promising to answer once and for all whether their unborn child is a Marmite lover or hater.
Utilizing 4D ultrasound scans to reveal all the tongue-in-cheek documentary-style TV ad shows parents' reactions to their babies responding to different flavors.
‘Baby Scan’ by adam&eveDDB tickles the tastebuds of babies by feeding pregnant women the sticky spread after researchers found that fetuses would respond to the flavor of their amniotic fluid with varying facial expressions.
Shannon Lennon-Smith, marketing manager at Marmite, explained: “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!”
Ant Nelson, executive creative director at adam&eveDDB, added: “Whether it’s gender, eye color 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 key TV spot is accompanied by out-of-home, press and social activity.
Marmite recently sought to win over haters with the launch of a ‘posher than posh’ truffle flavor with a gilded carriage.
Credits
Marmite
Marketing director: Georgina Bradford
Marketing manager: Shannon Lennon-Smith
Brand manager: Annabelle Terry
adam&eveDDB
Chief creative officer: Richard Brim
Creative directors: Ant Nelson & Mike Sutherland
Copywriter: Frances Leach
Art director: Christopher Bowsher
Joint head of integrated production: Nikki Cramphorn
Senior planner: Liora Ingram
Junior planner: Lucy Wilson
CEO: Tammy Einav
Managing partner: Tom White
Account director: Max Sullivan
Account manager: Lydia Barber
Project managers: Ian Hughes, Amy Waldman, Linda-Aileen Macfarlane
Mindshare
Business director: Tess Domenet
Account manager: Anna Mason
W Communications
Campaigns director: Grace Jackson
Associate director: Jess O’Donohoe
Account director: Paige Hartley
Account manager: Ella Bull
King Henry Studios
Founder/partner: Carolyn Henry
Design director: Scott Silvey
Lead retoucher: Charlie Townsend
Studio project manager: Dans Sandalls
Artworker: Dave Callow
Integrated producer: Jaki Jo Hannan