Marmite bets on England going all the way with ‘WeMite’ rebrand

Marmite is changing its name to ‘WeMite’ this summer, releasing limited-edition jars designed to help travelling England fans feel more at home in the US during the FIFA World Cup.

With tens of thousands of supporters set for weeks of late kick-offs and long-haul travel, and Marmite notoriously hard to find stateside, the brand has previously recruited smugglers to sneak jars to expats after a New York shortage.

This time, fans can pick their jar size based on their optimism for the Three Lions: a small ‘WeMite reach the quarters’ jar, a medium ‘WeMite reach the semis’, and the largest ‘WeMite go and win it’ for the true believers.

Created with adam&eve\TBWA, with PR from W Communications, the campaign lands as brands lean into the costs and logistics of fan travel this tournament.

Marmite has partnered with Heathrow Express to make jars available to 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 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.”