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 marmite.co.uk/babyscan, where consumers can sign up for a prenatal Marmite study at Window to the Womb, one of the U.K.’s top ultrasound clinics.