We asked mums to collaborate with Marmite to target potential consumers in the womb - using TV, press, outdoor, social, and earned media to drive sign ups and get them to scanning clinics across the country. What's more direct than going into someone's body?

Marmite. A strong savoury spread, dividing Brits into Lovers and Haters since 1902. But in 2023, it was disappearing from family breakfast tables. Busy parents were choosing 'safe' options like Nutella and cereal - not wanting to risk Marmite rejection with their young children. So how could we get parents - stressed and with a million things to worry about - to take the plunge and raise the next generation of Lovers and Haters? We needed a campaign idea that put Marmite at the top of the breakfast agenda for parents across Britain, and most importantly cut through at a time when prams, nappies and nurseries matter far more to our audience than breakfast choices.

They say ‘get them while they’re young’, so we thought why not get them really young… like not even born young. For years Marmite, an infamously divisive savoury spread, had been asking whether people loved or hated it, but had totally ignored unborn babies. We needed to remedy this! Afterall they’ll grow up to be our next generation of consumers. What if we could target them directly and make them early adopters?

We found scientific research proving that babies in the womb can taste what their mums eat. We knew we could do this for real. 4D baby scans are such an arresting image and there is so much emotion in seeing your unborn baby for the first time we knew it could make a compelling campaign, which continued the story of ‘you either love it or hate it’.

We needed to get Marmite on the breakfast table of young families. But rather than attempt to reach parents in the chaos of life with young children, we took a different approach. We decided to reach them earlier... much earlier... before their children were even born. This wasn't the first time we had referenced unborn babies in our advertising. 18 years ago we created an advert encouraging pregnant women to eat Marmite for its Vitamin B12 benefits, featuring an ultrasound scan of a baby hating Marmite. But this scan was faked. Now, in 2023, scientific advances meant we could use 4D ultrasound for a far greater purpose: to reveal whether a baby is a Marmite Lover or Hater from within the womb - for real. Real mothers-to-be signed up in droves and attended clinics across the country to find out what they were having.

Marmite Baby Scan was born. 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 technology, so they could see whether they were having a lover or a hater. We even created our own range of merch to help mums welcome their little lovers and haters into the world.

All scanning slots were filled within hours.

Over 7M earned media impressions in one week.

We saw a 37% increase in online conversation in the two weeks after our campaign launched.

We saw a 267% increase in Marmite press coverage the week after our campaign launched.

Talked about by Net Mums, and expectant parents across Britain.

Front page news in national print media, and featured on national radio.

Marmite is a famously divisive British salty savoury yeast spread, which is dark, sticky and strong smelling. For decades it has been known as the product as you either love or hate, thanks to famous advertising campaigns using the line 'you either love it or hate it'. It has a historic association with pregnancy as the National Health Service in England once prescribed it to pregnant mothers as a good source of folic acid.