Sara Pouri
Sara Pouri, Creative Director
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Marmite TasteFace

Love it or hate it. It’s in your genes.

The Marmite Gene Project proved that your genetics determine whether you love or hate the sticky stuff.

The Marmite Gene Project proved that your genetics determine whether you love or hate the sticky stuff.

We went a step further and used technology to get families up and down the country to discover exactly how much.

The solution was TasteFace; a high-fun, high-tech web experience that gets families of Marmite lovers (and haters) to open a jar and try it again. Emotion-analysing AI tells them just how much of a lover they are (or aren’t) as they taste Marmite,

The solution was TasteFace; a high-fun, high-tech web experience that gets families of Marmite lovers (and haters) to open a jar and try it again.

Emotion-analysing AI tells them just how much of a lover they are (or aren’t) as they taste Marmite, then spits out a selection of personalised GIFs for them to share their ‘official’ result on their socials. Nice one, science!

Over 550K people have visited TasteFace, 132K samples were requested, and sales increased 60% in Tesco.

BIMA Emerging Technology: Innovation

Drum Awards Best Technology-Led Innovation

Campaign Tech Awards 2018

Webby Awards Nominee

Campaign Magazine #2 Digital Innovation of 2017

Featured in Creative Review

Resulted in an AF partnership with Microsoft’s AI division