By John Glenday | Reporter

April 20, 2023 | 3 min read

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.



Marketing director: Georgina Bradford

Marketing manager: Shannon Lennon-Smith

Brand manager: Annabelle Terry


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


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

Marketing Brand Strategy Marmite

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