Marmite: Case study

Credits & Description:

Brand UNILEVER
Entrant ADAM&EVEDDB LONDON
adam&eveDDB London, United Kingdom Entrant Company
adam&eveDDB London, United Kingdom Idea Creation
OUTSIDER London, United Kingdom Production
Ben Priest adam&eveDDB Group Chief Creative Officer
Ben Tollett adam&eveDDB Group Executive Creative Director
Richard Brim adam&eveDDB Chief Creative Officer:
Till Diestel, Nick Sheppard, Tom Webber, Ben Stilitz, Colin Booth adam&eveDDB Creatives
Charlie Woodall adam&eveDDB Agency producer
Chris Jackson adam&eveDDB Business Director
Faye Morten adam&eveDDB Account Director
Holly Fletcher adam&eveDDB Account Manager
Will Grundy adam&eveDDB Planner
Martin Beverley adam&eveDDB Executive strategy director
Benji Howell Outsider Producer
James Rouse Outsider Director
Alex Melman Outsider D.O.P:
Bill Smedley Work Editor
Sharma Lewis Framestore Post Producer
Entry Summary
Marmite is the savoury spread with the really strong flavour. We’ve always known that Britons either love or hate it, but we’ve never really understood why. Which got us thinking, could people’s Marmite taste preference be in their DNA? So we used recent advances in medical science to set up the Marmite Gene Project. Working in collaboration with a leading DNA technology company, we made an incredible discovery: Marmite taste preference is genetic. We then created a Marmite Gene Test kit so people could test themselves at home. The kit is available for purchase on the Marmite website.
Brief Explanation
In the Marmite Gene Project Film we see a series of families across the UK excitedly reading their Marmite Gene Test Results over breakfast. The Marmite Gene Test determines whether you are born a Marmite lover or a hater. As you’d expect from such a polarising product, the people’s reactions to their gene test results are rather extreme.