Love it or hate it, everyone has an opinion on Marmite. Now, even babies are having their say. 

In Marmite’s latest campaign from adam&eveDDB the brand has enlisted parents-to-be to test its flavour on babies in the womb.

The playful ‘Baby Scan’ campaign uses humour to bring to life Marmite’s most famous polarizing brand characteristic with a documentary style tongue-in-cheek campaign film.

A recent study has found that babies may be able to taste and respond to different flavours in the womb via their mother’s amniotic fluid. Researchers have given pregnant women different vegetables and found that their foetuses can respond with varying facial expressions, suggesting that they can experience taste. In ‘Baby Scan’ Marmite takes this notion and transforms it, replacing fruits and veg with Marmite spread to gauge the unborn babies' reactions.

The campaign film takes on a documentary style and has been directed by James Rouse. Set in a hospital’s ultrasound department, the film follows a number of couples who have come for a scan, eager to find out some vital information about their baby - whether it’s a Marmite lover or hater. 

“Whether it’s gender, eye colour or personality, all expectant parents wonder what traits their children will have before they’re born. ‘Baby Scan’ taps into this truth and answers the most pressing question of all…is my child a Marmite lover or a hater?” explains Ant Nelson, Executive Creative Director at adam&eveDDB.

The campaign film ends with hilarious reactions from the babies being tested, from large grins to disgusted winces, they all either love or hate the spread. 

The TV spot is accompanied by activity across OOH, press and social, encouraging the public to sign up to the study and have a scan with one of the UK’s leading ultrasound clinics, Window to the Womb, that could reveal whether they are expecting a Marmite lover or hater too. 

The joyful campaign riffs on the brand’s defining characteristic and uses humour to engage audiences in a conversation well and truly owned by Marmite: love it or hate it.