adam&eveDDB London | Marmite Gene Project
Is there a ‘Marmite Gene’? The collaboration at the heart of this campaign continued as we partnered with genetic scientists at DNA Fit to find out the answer to our question. We took DNA samples from 261 British people, with over 8,760 hours of genetic analysis to determine the existence of the ‘Marmite Gene’. We would like to think that the shape of the campaign is a genetic blueprint for modern day integrated campaigns. We created fame through PR and traditional channels such as TV, radio and press, as well as depth through interactive elements, and direct trial through DNA test kits and in-store sampling. Everyone pulled together across every function to bring the campaign to life.