May 5th, 2023, Lesley Simeon
British food brand Marmite’s latest ad campaign plays on the findings of a recent study that babies in the womb might be able to experience what a mother is tasting. The brand’s TV spot shows expectant parents reacting to ultrasound scans of their babies, 20 minutes after the mothers were served Marmite samples. Created by agency adam&eveDDB, the campaign currently runs on TV, OOH, print and social ads.
Have Britons noticed more Marmite ads since the campaign began?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - the brand’s Ad Awareness has ticked up since the launch of the new Marmite ad.
The metric - which measures the share of consumers that notice a brand’s advertising - steadily grew over the last two weeks of April, peaking at 5% on 28 April 2023.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Marmite’s Ad Awareness score is based on the question: Which of the following food or drink brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 1034 GB adults between 1 April 2023 and 30 April 2023. Figures are based on a one-week moving average. Learn more about BrandIndex.
Photo by Chris Lawton on Unsplash