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 would 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. It was clear we needed to mirror existing media behaviours and show up in social where the baby conversation was already taking place

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 featuring an ultrasound scan of a baby hating Marmite. But this scan was faked.

Now, in 2023, advances in scientific research 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.

We mirrored existing media behaviours by showing up in social where the baby conversation was already taking place - meaning our Lover or Hater baby reveal videos and film successfully earned their attention.

Marmite Baby Scan was born. In a scientific first, we partnered with the UKs largest baby scanning clinic and invited expectant mothers to find out what they were having.

We launched a nationwide recruitment campaign in 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, to 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.

The Marmite Baby Scan: Lover or Hater? What are you expecting? campaign tapped into parents' desire to know every last detail about their unborn child. Boy or a girl? Will they have my eyes? Using cutting-edge science, we answered the real question they were asking. Am I expecting a Lover or a Hater?

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 Mumsnet, and expectant parents across Britain.

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