From emergency tea bags to favourite biscuits, Brits have been long known for taking their home comforts abroad. So this summer, Marmite is changing its name to WeMite and releasing special edition jars for travelling England football fans. Fans can pick from a range of jar sizes depending on their level of optimism on England’s chance of success, while they take a taste of home to America.

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 loved (and hated) spreads. 

The limited-edition jars’ range of sizes include smaller 125gm ‘WeMite reach the quarters’ jars for those less optimistic fans; a medium 250gm sized, ‘WeMite’ reach the semis jar; and the largest 500gm ‘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, stated, “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 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.”

Credits:
Client: Unilever (Marmite)
Condiments Category Director: Claire Racklyeft
Senior Brand Manager: Morgan McAuley
Marketing Assistant: Harrison Doyle 
Social Media Manager: Sean Speczyk 

Agency: adam&eve\TBWA
Chief Creative Officers: Ant Nelson & Mike Sutherland
Executive Creative Director: Matt Gay 
Creative Directors & Creatives: Darren Beresford & Richard Gayton
Senior Social Director: Phoebe Wright 

Production: Jaki 
Head of Production: Jo Hannan
Producer: Lindsay Moyes
Chief Strategy Officer: Will Grundy 
Global Planning Partner: Sarah Carter
Planning Director: Liora Ingram
Chief Executive Officer: Miranda Hipwell 
Managing Partner: Flemming Lerche 
Business Director: Max Sullivan
Account Director: Barnaby Kelly
Project Director: Kirsty Harris

Design: adam&eve\TBWA
Head of Design: Scott Silvey
Designer: Will Whittington  

PR: W Communications  
Photography & Retouching: Luke Kirwan @ Black Box Studio
Box and Jar Production: Scott Whall @ The Hub London