The Gene Project: TasteFace

“You either love it or hate it.” A phrase that’s been banded around since the creation of Marmite. But why? When Marmite set out find the answer, science surprised us all. It turns out, your genetics determine whether you’re born a lover, or a hater. The Marmite Gene got lots of people talking, our job was to get tongues tasting it. TasteFace was born. An innovative web app that invites people to try Marmite, and uses facial recognition technology to analyse their reaction to it.


 Have a go at




Over 550k people have played with it so far and sales are up 60% in Tesco. It beat X-factor to the top trending on Twitter and it drew the attention of Microsoft AI division, now in partnership with AnalogFolk.

The campaign scooped up: Cannes Gold Lion / Creative Data. Cannes Silver Lion / Direct. Three Cannes Lion Shortlists / Brand Experience & Activation, Direct. Campaign #2 in their Top 10 Digital Innovations 2017 and #3 Campaign Of The Year. Campaign Tech Awards / Best Use Of Experiential Tech For Digital Experiences. Campaign Tech Awards / Most Effective Use Of AI. Campaign Tech Awards / Best Use Of Experimental Tech. D&AD Wood Pencil / Integrated. The Drum Marketing Awards / Best Technology-Led Innovation of the Year. Creative Review Annual / Digital Craft, Tech & Innovation. Creativepool Annual Silver / Innovation. Creativepool Annual Silver / People's Choice. It was featured in The Webby Trend Report. It featured at London Tech Week at Microsoft's AI Summit & it featured at the Microsoft Leading Transformation with AI Conference.

And it's been talked about by The Drum, Creative Review, Digital Spy, AdWeek, Campaign Live, Campaign Magazine, Lovely Mobile, Creativity-Online, The London Egotist, Trend Hunter, Shots, Bima, Reddit, The Independent,, Trendsmap.



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TasteFace builds on the Microsoft Emotion API, that recognises facial expressions across a set of eight emotions; anger, contempt, disgust, fear, happiness, neutral, sadness and surprise. We built a bespoke algorithm to convert these eight emotions into a sliding scale of love and hate.

At the end of the experience, test-takers are prized with a customisable reaction GIF to share across their own social channels, announcing their Marmite-y fate. The experience also has multi-user functionality, and can be passed around a group to produce a combined shareable asset - ideal for families to enjoy.

So while fun, TasteFace serves a real purpose, by cleverly encouraging trial, and in turn recruiting the next generation of lovers.


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Our Marmite TasteFace experience has just finished touring Tech Weeks around the world with Microsoft.

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