Creativity

Marmite Creates a 'Gene Test' to Prove If You're Born Loving or Hating It

Unilever Brand Commissoned Scientific Research From a Genetic Testing Company

By Alexandra Jardine. Published on Sep 07, 2017

Editor's Pick

Unilever-owned Marmite has long marketed itself on the idea that "you either love it or hate it." In its latest campaign, it's gone one step further and commissioned scientific research to prove that whether or not you like the yeast-based spread is in your genes.

The campaign is PR-led, by agency W Communications, and centers around new research that Marmite commissioned from one of the U.K.'s leading genetic testing centers, DNAFit. Scientists there conducted a clinical trial among 260 adults, and found out that not only do more people love it than hate it (which is handy for the brand) but that "each of us is born with a tendency to be either a 'lover' or a 'hater.'"

The brand is making available "gene testing kits," which you can buy online for the rather pricey sum of about 90 pounds ($117 at current exchange rates) and is being promoted in a TV spot by Marmite creative agency Adam&Eve/DDB. (Adam& Eve also developed the online explainer spot, seen here.)

Meanwhile digital agency AnalogFolk has also developed a mobile app, called TasteFace, available from next Monday, that uses facial recognition technology to tell you whether or not you love or hate Marmite (which presumably you'll know anyway, as soon as it hits your mouth, but it's a fun idea).

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About

Credits

Date
Sep 07, 2017
Agency:
Adam & Eve/DDB London
Chief Creative Officer:
Rick Brim
Client:
Marmite
Executive Creative Director:
Ben Tollett
Creative:
Till Diestel
Creative:
Nick Sheppard
Creative:
Tom Webber
Agency Producer:
Charlie Woodall
Business Director:
Chris Jackson
Account Director:
Faye Morten
Account Manager:
Holly Fletcher
Executive Strategy Director:
Martin Beverley
Planner:
Will Grundy
Media Company:
Mindshare
Production Company:
Outsider
Producer:
Benji Howell
Director:
James Rouse
Director of Photography:
Alex Melman
Editing Company:
Work
Editor:
Bill Smedley
Post Production:
Framestore
Post Producer:
Sharma Lewis
Colorist:
Steffan Perry
Music Supervisor:
Big Sync
Audio Post Production:
750MPH
Soundtrack Name:
Nimrod
Composer:
Edward Elgar

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