Marmite has launched a tongue-in-cheek campaign featuring parents-to-be who are looking to find out whether their babies are lovers or haters–of Marmite, that is.
The “Baby Scan” campaign was created by adam&eveDDB, London, and uses a healthy dose of humor to illustrate that the brand is aware of how divisive its flavor is.
It follows a recent scientific study which revealed that babies could respond to different flavors while still in the womb. Researchers gave pregnant women different vegetables and found that their fetuses responded with varying facial expressions, suggesting that they can experience taste through the amniotic fluid in the womb.
Directed by James Rouse via Biscuit Filmworks UK–with Absolute serving as VFX house–this documentary style spot 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 loves or hates Marmite.
Ant Nelson, executive creative director at adam&eveDDB, said, “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?”
