Pick of the week: Marmite gene project will get lovers and haters talking

Brittaney Kiefer thinks Marmite's campaign will get people talking.

The brand’s ‘love it or hate it’ proposition is given new life with a scientific study showing a genetic link to taste preference for the famously divisive product. Marmite DNA kits are a fun and innovative way to get customers involved beyond a TV ad.

The campaign was created by Martin Beverley, Till Diestel, Nick Sheppard and Tom Webber at Adam & Eve/DDB, and the film was directed by James Rouse through Outsider. 

Brand: Marmite
Title: Marmite gene project
Agency: Adam & Eve/DDB
Clients: Andre Burger, vice-president foods UK and Ireland, Unilever; Philippa Atkinson, brand manager