Is your baby a lover or a hater?

This fun campaign for Marmite was created by adam&eveDDB and directed by James Rouse through Biscuit Filmworks, and uses a healthy dose of humour to illustrate that the brand is aware of how divisive its flavour is.

Baby Scan 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 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.

Marmite – Baby Scan

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Agency adam&eveDDB/London
Production Company Biscuit Filmworks/UK
Director James Rouse

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Credits

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Agency adam&eveDDB/London
Production Company Biscuit Filmworks/UK
Director James Rouse
Editing Company Work Editorial/London
Post Production Absolute Post
Audio Post Production Factory Studios/London
Chief Creative Officer Richard Brim
Creative Director Anthony Nelson

Creative Director Mike Sutherland
Senior Copywriter Frances Leach
Copywriter Frances Leach
Art Director Christopher Bowsher
Joint Head of Integrated Production Nikki Cramphorn
Producer Benji Howell
Managing Director & Executive Producer Rupert Reynolds-MacLean
Head of Production Polly du Plessis

Production Manager Tim Steele
DP Alexander Melman
Production Designer Niamh Coulter
Editor Neil Smith
Executive Producer Chris Batten
Executive Producer Sally Heath
Colorist Matt Turner
VFX Supervisor and Flame Lead Ben Robards

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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!”

Anthony 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.