Marmite is famous for one of marketing’s most enduring truths: you either love it or you hate it. AnalogFolk, the digital agency behind the “Taste Face” campaign, took that idea literally. Using Microsoft’s AI facial recognition, they measured real people’s reactions to the product, and let the data do the talking. This wasn’t a traditional enterprise case study. It was a customer story for Microsoft told through the lens of a beloved Unilever brand. Fun, unexpected, and intentionally light-hearted.

The Thinking

The tone of voice needed to mirror the campaign itself. Playful. Slightly mischievous. Proudly Marmite. Talking heads leaned into the humour, embracing the “love it or hate it” theme instead of explaining technology at length. B-roll captured people trying the challenge, intercut with cinematic office visuals to show the creative work behind the scenes. Animation tied everything together, adopting the Marmite campaign’s signature look and feel rather than a generic tech aesthetic. The technology became part of the joke, not the punchline, proving that AI doesn’t have to be presented as serious or intimidating to be impactful.

The Outcome

The story landed exactly as intended. Surprising, light, and memorable. The playful treatment made Microsoft’s AI feel accessible and relatable, without losing credibility. The blend of humour, brand identity and real-world application turned a technical capability into a campaign moment audiences actually enjoyed engaging with. Sometimes the strongest way to promote technology isn’t by talking about it, it’s by letting people experience it, smile at it, and understand it instinctively.