The smallest jar has already proved insufficient, while the medium one got it right. England has reached the semi-finals of the FIFA World Cup 2026 and will face Argentina on July 15, meaning the WeMite campaign is still exactly in the moment it was created for.
At the beginning of July, Marmite temporarily changed its name and introduced three limited-edition jars, with their size depending on how far fans expected England to progress. Those counting on the quarter-finals could choose the small WeMite Reach the Quarters jar. The medium WeMite Reach the Semis edition was intended for a semi-final prediction, while the largest WeMite Go and Win It jar was for fans convinced that the journey would end only after the final.
The campaign was created for the brand owned by Unilever by the agency adam&eve\TBWA. The packaging change was limited to what was needed for the joke. The familiar black jar, yellow lid and label were not covered with flags, footballs or other expected football motifs. The name Marmite gave way to WeMite, which sounds like the English phrase “we might”.
Marmite partnered with Heathrow Express, making the limited-edition jars available to passengers travelling to Heathrow Airport. Social media and the activation on the route between central London and the airport placed the product at the moment when fans were actually thinking about what to take with them. Morgan McAuley, senior brand manager at Marmite, explained that the aim was to allow fans to take a familiar taste of home with them, regardless of whether they planned to stay only for the first knockout matches or until the very end of the tournament.
Creative directors Darren Beresford and Richard Gayton found their starting point in the thought of English fans spending weeks eating American breakfasts without Marmite. The amount of spread they take with them is determined by their expectations for the national team, with the largest jar serving as both the most practical choice and the most optimistic statement.
The campaign’s most important medium is not a film or a stadium, but the packaging itself. The product remained the same, while three different sizes gave it a new role in conversations about matches, travel and predictions. England has already reached the stage marked on the medium jar. The largest one is still waiting for an answer.
