Last summer, our team at adam&eve\TBWA helped Marmite change its name to ‘WeMite’, releasing special edition jars for travelling England football fans. Designed to bring a taste of home to America, where Marmite could be harder to track down, fans were able to pick from a range of jar sizes depending on their level of optimism about England’s chances of success.

From emergency tea bags to favourite biscuits, Brits have long been known for taking their home comforts abroad. As England set out to play in the knockout stages for a position in the World Cup final, supporters faced weeks of late kick-offs, long-haul travel and nervous tournament viewing. Marmite made sure fans didn’t have to go without one of the nation’s most iconic spreads.

The limited-edition jars were available in a range of sizes to match fans’ tournament optimism: smaller ‘WeMite reach the quarters’ jars for those who were less optimistic; a medium-sized ‘WeMite reach the semis’ jar; and the largest ‘WeMite go and win it’ jar for supporters convinced the Three Lions were going all the way. The longer fans were away, the more Marmite they’d need.

Marmite partnered with Heathrow Express, the non-stop 15-minute service from Central London to Heathrow, to make the jars available to travelling fans on their way to the airport.