Marmite rebrands in support of England
The brand is giving out ‘Wemite’ jars to football fans headed to the World Cup at Heathrow Express stations.
In support of England, Marmite has changed its name to ‘WeMite’, with special World Cup edition jars for travelling England fans.
The jars have been created to give fans a taste of home while watching the tournament in America. They are available in a range of sizes to align with fans' level of optimism to match the length of their stay. 125g jars read ‘WeMite reach the quarters’, 250g read ‘WeMite’ reach the semis' while 500g jars optimistically state: 'WeMite go and win it.’
Playing into the trend of Brits taking their traditional home comforts abroad, Marmite positions itself as a quintessentially British product like the tea bag, which cannot be left at home.
“It’s a grim thought, all of those travelling fans having to suffer through American breakfasts this summer. ‘WeMite’ lets them choose the amount of marmite they’re going to need out there based on how they expect England to do. Whether you love or hate Marmite, no true fan can turn up in the States without the big ‘WeMite go and win it’ jar in their suitcase,” explained Darren Beresford and Richard Gayton, Creative Directors at adam&eve\TBWA.
The football-focused campaign has been created with adam&eve\TBWA, with PR handled by W Communications. Marmite has partnered with Heathrow Express, the non-stop 15-minute service from Central London to Heathrow, to make jars available to travelling fans on their way to the airport.
Morgan McAuley, Senior Brand Manager at Marmite, added: “Marmite has always divided opinion, but when you’re thousands of miles from home, there’s nothing quite like the comfort of the things you love.”
