adam&eveDDB and Marmite are allowing parents-to-be to find out whether their babies are Marmite lovers or haters using 4D ultrasound scans.

No, not really, but it’s a very fun extension of the classic debate.

The Baby Scan campaign uses a healthy dose of humour to illustrate that the brand is aware of how divisive its flavour is. It follows a recent scientific study which revealed that babies could respond to different flavours while still in the womb. 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.

Marmite partnered with one of the UK’s leading baby scan clinics, Window to the Womb, inviting expectant parents to take part in a trial that could reveal whether their baby is a lover or hater.

The TV spot, directed by James Rouse, premiered on April 20 at 8:15pm on ITV2 during Bobs Burgers. The documentary style ad is set in a hospital’s ultrasound department and follows the couples who have come for a scan and are eager to find out some vital information about their baby – whether it’s a Marmite lover or hater.

Shannon Lennon-Smith, marketing manager at Marmite, stated “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 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 TV spot is accompanied by activity across OOH, press and social, encouraging the public to sign up to the study and have a scan with one of the UK’s leading ultrasound clinics, Window to the Womb, that could reveal whether they are expecting a Marmite lover or hater.

Credits 

Client: Marmite 
Marketing Director: Georgina Bradford
Marketing Manager: Shannon Lennon-Smith
Brand Manager: Annabelle Terry

Creative Agency: 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

Media Agency: Mindshare
PR Agency: W Communications

Production Company: Biscuit Filmworks UK
Director: James Rouse
Producer: Benji Howell
Managing Director & Executive Producer: Rupert Reynolds-Maclean
Head of Production: Polly Du Plessis
Production Manager: Tim Steele
Director of Photography: Alex Melman

Editing Company: Work Editorial
Editor: Neil Smith
Post Production: Absolute Post
Executive Producers: Chris Batten & Sally Heath
Producer: Maddie Godsill
Colourist: Matt Turner

Audio Post Production: Jon Clarke At Factory
Audio Producer: Deborah Whitfield

Print, DOOH & Static Social Design Studio: King Henry Studios
Merchandise PR Photography: Charlie Surbey @ Boutique Artists
Merchandise Design Studio: King Henry Studios