Marmite calls on pregnant women to find out if babies love or hate it in the womb

Marmite is launching a tongue-in-cheek campaign featuring parents-to-be who are looking to find out whether their babies are lovers or haters of the dark brown, yeast extract spread.

The “Baby Scan” campaign was created by adam&eveDDB and 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.

The TV spot, directed by James Rouse, will premiere tonight at 8:15pm on ITV2 during Bobs Burgers. The documentary style ad is set in a hospital’s ultrasound department and follows a number of 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, said: “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, said: “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. 

The media was handled by Mindshare and PR by W Communications. 

CREDITS 

CLIENT: MARMITE 

Georgina Bradford, Marketing Director

Shannon Lennon-Smith, Marketing Manager

Annabelle Terry, Brand Manager

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

Business Director: Tess Domenet

Account Manager: Anna Mason

PR AGENCY: W Communications

Campaigns Director - Grace Jackson

Associate Director - Jess O’Donohoe

Account Director: Paige Hartley

Account Manager: Ella Bull

FILM CREDITS

PRODUCTION COMPANY & CITY: Biscuit Filmworks UK

DIRECTOR: James Rouse

PRODUCER: Benji Howell

MD & EP: Rupert Reynolds-MacLean

HEAD OF PRODUCTION: Polly Du Plessis

PRODUCTION MANAGER: Tim Steele

DIRECTOR OF PHOTOGRAPHY: Alex Melman

CASTING DIRECTOR: Thom Hammond

PRODUCTION DESIGNER: Niamh Coulter

WARDROBE STYLIST: Selina Wong

HAIR AND MAKEUP ARTIST: Michele Baylis

EDITING COMPANY: Work Editorial

EDITOR: Neil Smith

POST PRODUCTION: Absolute Post

EP: Chris Batten / Sally Heath

Producer Maddie Godsill

Colourist: Matt Turner

Look Dev/ R&D - Gustavo Ribeiro

VFX Supervisor and Flame Lead - Ben Robards

Flame & Nuke Lead - Chris Tobin

Nuke - Harvey David

Nuke - Tommy Coulter-Lister

Flame - Rich Greenwood and James Corden

CG - Keith Rogers, Rebekah King-Britton, Patrick Keogh, Ollie Grant, Megan McLean 

AUDIO POST PRODUCTION: Jon Clarke at Factory

Audio Producer: Deborah Whitfield

Print, DOOH & Static Social:

Design Studio: King Henry Studios

Founder/Partner: Carolyn Henry 

Design Director: Scott Silvey

Lead Retoucher: Charlie Townsend

Studio Project Manager: Dan Sandalls 

Artworker: Dave Callow

Integrated Producer: Jaki Jo Hannan

 Merchandise PR Photography:

Photographers Agent: Boutique Artists

Photographer: Charlie Surbey

Integrated Producer: Jaki Jo Hannan

 Merchandise:

Design Studio: King Henry Studios

Design Director: Scott Silvey

Senior Integrated Producer, C&A: Gareth Evans 

Studio Support, C&A: Gary Halfacre 

PA/Team Assistant: Phoebe Jebb