Marmite is a strong savoury spread that has divided Brits into Lovers or Haters since 1902. But in 2023, it was disappearing from family breakfast tables. We needed to get Marmite back on the minds of British parents and prepare them to raise the next generation of Lovers and Haters. 

A recent breakthrough in scientific research has proved that babies in the womb can actually taste what their mothers have eaten. Which meant we could finally answer the real question all parents were asking. Are we expecting a boy or girl Lover or Hater? 

In a scientific first, we partnered with the UK's largest baby scanning clinic and invited expectant mothers to find out what they were having. We launched a nationwide recruitment campaign across TV, OOH, Press and Social, inviting pregnant women to attend our clinics. We even created Lover/Hater reveal social posts, tapping into the gender real trend. Within hours the scanning slots were fully booked. On the day, we gave our mums Marmite 20 minutes before scanning them with the latest in 4D ultrasound technology and foetal facial analysis, to identify whether they were expecting a Marmite lover or a hater. We even created our own range of  Lover and Hater merch, including baby grows, bibs and engraved butter knives, to help mums welcome their little ones into the world. 

Marmite saw over 7M earned media impressions in one week. A 37% increase in online conversation in the two weeks after our campaign launched, and a 267% increase in Marmite press coverage the week it went live. It was talked about by Net Mums, and expectant parents across Britain, including front page news in national print media and featured on national radio.