The Gene Project
Award: Graphite Pencil
Graphite Pencil / PR / Integrated Campaign / 2018
Why do Brits either love or hate Marmite? After 8,760 hours of analysis, the Marmite Gene Project revealed – rather controversially – that it's genetic. A subsequent Gene Test Kit allowed the public to test themselves, while a cross-platform campaign promoted the research findings. Sales rose by 14% in its most polarising and successful campaign.
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