Unexpected: 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 from adam&eveDDB promoted the research findings.

Works: The Gene Project went down as Marmite’s most polarising, and successful, campaign to date.