Marmite’s latest ‘Love it or hate it’ campaign looks at what babies in the womb think of it

Comic campaign is based on research suggesting fetuses might be able to perceive what the mother is eating

Published On
Apr 20, 2023
An ultrasound technician looking at a screen where a fetus is grimacing

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A recent study suggests babies in the womb might be able to experience what the mother is tasting through the amniotic fluid. Marmite is eating that up—and responding with a comic campaign featuring parents-to-be eager to find out whether their fetuses are Marmite lovers or haters.

“Love it or hate it” has been a longtime platform for Marmite, the salty spread that most Britons (though certainly not all) seem to love, and which everyone else tends to loathe. The couples’ passive-aggressive reactions to 4D ultrasound pics in the video below ranks up there with the brand’s most amusing work.


“We’re obsessed with understanding the reasons why people love or hate our famous spread,” said Shannon Lennon-Smith, marketing manager at Marmite. “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!”
“Whether it’s gender, eye color or personality, all expectant parents wonder what traits their children will have before they’re born,” said Ant Nelson, executive creative director at adam&eveDDB. “‘Baby Scan’ taps into this truth and answers the most pressing question of all … is my child a Marmite lover or a hater?”

Along with the TV spot, OOH, print and social ads point to, where consumers can sign up for a prenatal Marmite study at Window to the Womb, one of the U.K.’s top ultrasound clinics.

Marmite print ad with an fetal ultrasound photo and the headline “Lover or Hater. What are you expecting?”

Marmite print ad with an fetal ultrasound photo and the headline “Lover or Hater. What are you expecting?”

Marmite print ad with an fetal ultrasound photo and the headline “Lover or Hater. What are you expecting?”

Marmite print ad with an fetal ultrasound photo and the headline “Lover or Hater. What are you expecting?”


Apr 20, 2023
Client :
Agency :
Marketing Director :
Georgina Bradford
Marketing Manager :
Shannon Lennon-Smith
Brand Manager :
Annabelle Terry
Chief Creative Officer :
Richard Brim
Creative Director :
Ant Nelson
Creative Director :
Mike Sutherland
Copywriter :
Frances Leach
Art Director :
Christopher Bowsher
Joint Head of Integrated Production :
Nikki Cramphorn
Senior Planner :
Liora Ingram
Junior Planner :
Lucy Wilson
Tammy Einav
Managing Partner :
Tom White
Account Director :
Max Sullivan
Account Manager :
Lydia Barber
Project Manager :
Ian Hughes
Project Manager :
Amy Waldman
Project Manager :
Linda-Aileen Macfarlane
Media Agency :
Business Director :
Tess Domenet
Account Manager :
Anna Mason
PR Agency :
W Communications
Campaigns Director :
Grace Jackson
Associate Director :
Jess O'Donohoe
Account Director :
Paige Hartley
Account Manager :
Ella Bull
Production Company :
Biscuit Filmworks UK
Director :
James Rouse
Producer :
Benji Howell
MD & EP :
Rupert Reynolds-MacLean
Head of Production :
Polly Du Plessis
Production Manager :
Tim Steele
Director of Photography :
Alex Melman
Casting Director :
Thom Hammond
Production Designer :
Niamh Coulter
Wardrobe Stylist :
Selina Wong
Hair and Make-up Artist :
Michele Baylis
Editing Company :
Work Editorial
Editor :
Neil Smith
Post Production :
Absolute Post
EP :
Chris Batten
EP :
Sally Heath
Producer :
Maddie Godsill
Colorist :
Matt Turner
Look Development :
Gustavo Ribeiro
VFX Supervisor & Flame Artist :
Ben Robards
Flame & Nuke Lead :
Chris Tobin
Nuke :
Harvey David
Nuke :
Tommy Coulter-Lister
Flame :
Rich Greenwood
Flame :
James Corden
CG :
Keith Rogers
CG :
Rebekah King-Britton
CG :
Patrick Keogh
CG :
Ollie Grant
CG :
Megan McLean
Audio Post Production :
Jon Clarke
Audio Producer :
Deborah Whitfield
Design Studio :
King Henry Studio
Founder/Partner :
Carolyn Henry
Design Director :
Scott Silvey
Lead Retoucher :
Charlie Townsend
Studio Project Manager :
Dan Sandalls
Artworker :
Dave Callow
Integrated Producer :
Jaki Jo Hannan
Photographer Agent :
Boutique Artist
Photographer :
Charlie Surbey
Integrated Producer :
Jaki Jo Hannan
Senior Integrated Producer :
Gareth Evans
Studio Support :
Gary Halfacre
Assistant :
Phoebe Jebb

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