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Love it or Hate it: it’s in the genes.
adam&eveDDB discovers people’s love or hate for marmite is in their genes.
Ever wondered why some people love Marmite and why some people hate it?
Adam&eveDDB has been working with leading fitness and nutrition genetics company DNAFit, to conduct a clinical trial to determine whether there is a genetic link to people’s taste preference for loving or hating Marmite. In the study of 261 adults, participants provided a DNA sample for analysis. The genetic material then was analysed to identify SNPs associated with Marmite taste preference. The scientific study has scientifically shown that people are born genetically more likely to be lovers or more likely to be haters of Marmite and shows that there is a genetic contribution to Marmite taste preference.
The news of the discovery will go public on the 7th September through the publication of a scientific white paper written by Thomas Roos, principle investigator from DNAFit, detailing the findings, as well as a short film of him, explaining the discovery.
The campaign will encourage consumers to test it for themselves, by trying Marmite, to find out whether they are likely to be lovers or haters. Marmite Gene Test Kits will also be available to buy through the Marmite website so people can discover for themselves whether they were born marmite lovers or haters.
The campaign will then launch on September 9th with a 90” TVC during X-Factor and a simultaneous ‘road block’ media buy across 120 channels. The film, shot by James Rouse, shows families reactions to receiving their results. The campaign continues through the autumn on TVC, Online and Social.
Philippa Atkinson, Marmite Brand Manager
“We’ve always celebrated the fact that people either love or hate Marmite, but we’ve never known why. Now, for the first time, we‘re able to understand the role of genetics in influencing peoples taste preference for Marmite and this has some really exciting implications for the future of the brand. Our intention is that the discovery will encourage families across Britain to try Marmite, to find out if they are likely to be born lovers or haters.”
Ben Tollett, ECD adam&eveDDB
“Engaging the pioneering genetics team at DNAFit has been a fascinating journey into understanding why people love or hate Marmite. While it’s an innovative campaign working at the frontier of science, it’s still routed in the enduring truth of the nation’s love or hate of Marmite.”