The Marmite gene
Adam&Eve commissioned a scientific study to determine whether a love for the cult yeast spread Marmite is genetically determined. Spoiler alert: It is.
The fact that the British either love or hate their "national paste" Marmite is something that the London-based in-house agency Adam&Eve DDB has already played on in the past. In 2013, for example, it sent out the "Marmite Rescue Unit" to rescue neglected Marmite jars from the clutches of their owners (Werbewoche.ch reported). True to the motto: it doesn't matter whether you love it or hate it - just don't find it irrelevant, the yeast spread.
In 2017, Adam&Eve DDB is now investigating the question of why some people love Marmite - and others absolutely cannot stand it. As part of the "Marmite Gene Project", the agency had a scientific study carried out to find out whether the preference is genetically determined. Incidentally, Switzerland was also (slightly) represented in the research group that examined the 261 test subjects, namely Thomas R. Roos from EPFL Lausanne.
The result is a 13-page white paper (PDF)which proves that yes, there is a certain genetic predisposition to love (or hate) Marmite. For the researchers, by the way, the work was by no means just a game - the results are quite exciting and unique in terms of the possible genetic inheritance of taste preferences.
The TV commercial for the project:
https://www.youtube.com/watch?v=AjivUDIawLI
The background film to the project:
At Marmite.co.uk you can order the genetic test based on the results. Although it costs 90 pounds, you will then know whether you are a "born lover" or a "born hater". If you already know the result, you can order your own Marmite Gene Project glass for 5 pounds (and unfortunately only have nine characters available...). (hae)
