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Creative Award
New York, United States
Marmite - "Baby Scan" by ANDY Awards 2024

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TitleBaby Scan
Agency
Campaign Baby Scan
Advertiser Unilever
Brand Marmite
Date of First Broadcast/Publication 2023 / 4
Business Sector Food
Philosophy 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 Marmite, that is. 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. 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.
Media Type Television
Length
AI Description The ad is set in a hospital's ultrasound department where expectant couples participate in a unique 'Marmite Scan'. They eagerly anticipate discovering if their unborn child will be a Marmite lover or hater. The documentary-style footage humorously depicts reactions as professionals use marmite on toast to gauge the unborn babies' tastes. Couples express a mix of delight and bewilderment to the ultrasound images displayed. It plays on the humorous notion of hereditary taste preferences, concluding with the prompt to join the campaign, highlighting Marmite's divisive taste.
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Director
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