This summer, Marmite is changing its name to “WeMite” and releasing special edition jars for travelling England football fans. Designed to bring a taste of home to America, where Marmite can be harder to track down, fans can pick from a range of jar sizes depending on their level of optimism on England’s chance of success.
From emergency tea bags to favorite biscuits, Brits have been long known for taking their home comforts abroad. Now, with supporters set for weeks of late kick-offs, long-haul travel and nervous tournament viewing, Marmite is making sure fans do not have to go without one of the nation’s most iconic spreads.
The limited-edition jars will be available in a range of sizes to match fans’ tournament optimism: smaller “WeMite reach the quarters” jars for those less optimistic fans. A medium sized, “WeMite” reach the semis jar. And the largest “WeMite go and win it” jar for supporters convinced the Three Lions are going all the way – the longer fans are away, the more Marmite they’ll need.
The campaign, created with adam&eve\TBWA, with PR handled by W Communications, includes social and experiential activity. 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, said: “Whether fans were packing for the group stages or preparing for England to go all the way, we wanted to make sure they could take a proper taste of home with them. 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.”
Darren Beresford and Richard Gayton, Creative Directors at adam&eve\TBWA added: “It’s a grim thought, all of those traveling 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.”
CREDITS
Client: Unilever
Brand: Marmite
Project/Campaign Name: WeMite
Condiments Category Director: Claire Racklyeft
Senior Brand Manager: Morgan McAuley
Marketing Assistant: Harrison Doyle
Social Media Manager: Sean Speczyk
Agency: adam&eve\TBWA
Creative:
Chief Creative Officers: Ant Nelson and Mike Sutherland
Executive Creative Director: Matt Gay
Creative Directors / Creatives: Darren Beresford and Richard Gayton
Senior Social Director: Phoebe Wright
Production:
Head of Production: Jaki Jo Hannan
Producer: Lindsay Moyes
Planning:
Chief Strategy Officer: Will Grundy
Global Planning Partner: Sarah Carter
Planning Director: Liora Ingram
Account Management:
Chief Executive Officer: Miranda Hipwell
Managing Partner: Flemming Lerche
Business Director: Max Sullivan
Account Director: Barnaby Kelly
Project Management:
Project Director: Kirsty Harris
Design: adam&eve\TBWA
Head of Design: Scott Silvey
Designer: Will Whittington
PR: W Communications
Retouching:
Luke Kirwan, Black Box Studio
Photography:
Luke Kirwan, Black Box Studio
Box and Jar Production:
The Hub London: Scott Whall
