Created by adam&eve\TBWA for Unilever, the limited edition activation temporarily renamed Marmite as “WeMite”, inviting fans to choose a jar based on how far they believed England would progress. It is a simple idea that combines packaging design, football culture and travel behaviour without changing the product itself.

A Jar That Matches Your Prediction

Rather than producing a standard football-themed pack, Marmite created three different WeMite jars, each reflecting a different level of confidence in England’s chances.

Supporters expecting a shorter stay could choose the “WeMite Reach the Quarters” jar. Those feeling more optimistic had the “WeMite Reach the Semis” edition, while believers that England would lift the trophy could pick the largest “WeMite Go and Win It” jar.

The concept transforms a routine shopping decision into something personal. Instead of simply buying Marmite, supporters were effectively declaring their tournament prediction before leaving home.

It is the kind of idea that needs very little explanation. The different jar sizes immediately communicate the joke while giving people something they are likely to share with friends before travelling.

A Small Design Change With a Big Role

The packaging remains unmistakably Marmite. The familiar yellow lid, black jar and recognisable label are all still there, with only one meaningful change. The word “Marmite” becomes “WeMite”.

That small adjustment shifts the focus from an individual product to a shared experience. During an international tournament, football supporters naturally speak in terms of “we”, making the temporary rebrand feel timely rather than forced.

Instead of covering the jar with football graphics or national symbols, the design keeps everything restrained. The simplicity is what makes it memorable.

Taking the Idea Beyond the Shelf

The WeMite campaign was supported by social and experiential activity, helping the idea reach supporters before they even boarded their flights.

As part of the activation, Marmite partnered with Heathrow Express to make the limited edition jars available to fans travelling to Heathrow Airport. It placed the product at exactly the moment people were packing, travelling and preparing for weeks away from home.

That partnership also reinforced the campaign’s central thought. Marmite was presented not simply as breakfast, but as one of the familiar comforts many British travellers like to take abroad.

Morgan McAuley, Senior Brand Manager at Marmite, said the idea was to make sure supporters could still enjoy “a proper taste of home” while following England overseas.

Why the WeMite Campaign Works

Many football campaigns rely on emotional storytelling or dramatic films. WeMite succeeds by doing almost the opposite.

The creative idea lives inside the product itself. There is no complicated mechanic and no lengthy explanation. Fans understand it the moment they see the jars lined up together.

Creative Directors Darren Beresford and Richard Gayton described the inspiration as the thought of England supporters facing American breakfasts without Marmite. That observation provides a light-hearted starting point for a campaign built around travel, optimism and national rituals.

By turning tournament predictions into packaging, the WeMite campaign found a fresh role for one of Britain’s best-known brands. The jars are practical enough to travel with supporters, collectible enough to spark conversations and simple enough to be remembered long after the tournament ends.

Credits
Client: Unilever
Brand: Marmite
Project/Campaign Name: WeMite

Client names and Job Titles:
Claire Racklyeft – Condiments Category Director
Morgan McAuley – Senior Brand Manager
Harrison Doyle – Marketing Assistant
Sean Speczyk – Social Media Manager

Agency: adam&eve\TBWA

Creative:
Ant Nelson & Mike Sutherland – Chief Creative Officers
Matt Gay – Executive Creative Director
Darren Beresford & Richard Gayton – Creative Directors/Creatives
Phoebe Wright – Senior Social Director

Production:
Jaki Jo Hannan – Head of Production
Lindsay Moyes – Producer

Planning:
Will Grundy – Chief Strategy Officer
Sarah Carter – Global Planning Partner
Liora Ingram – Planning Director

Account Management:
Miranda Hipwell – Chief Executive Officer
Flemming Lerche – Managing Partner
Max Sullivan – Business Director
Barnaby Kelly – Account Director

Project Management:
Kirsty Harris – Project Director

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

PR: W Communications

Retouching: Luke Kirwan, Black Box Studio
Photography: Luke Kirwan, Black Box Studio
Box and Jar Production: Scott Whall, The Hub London.

This campaign is about:
WeMite Campaign, Marmite, Unilever, adam&eve\TBWA, W Communications, Packaging Design, Creative Packaging, Limited Edition Packaging, Packaging Campaign, Brand Activation, Experiential Marketing Campaigns, Football Marketing, Sports Marketing, England Football Fans, Tournament Marketing, Travel Marketing, Consumer Branding, Food Marketing, FMCG Marketing, Creative Campaign, Product Packaging, Brand Experience, OOH Campaigns

At its core, the initiative serves as a tribute to the countless moments the brand has shared with its customers over three decades. The central theme focuses on a simple truth: visiting the restaurant is less about the specific occasion and more about the genuine feeling of being together.

Redefining the Indian Family Dynamics

The campaign, conceptualized by McCann India 4, deliberately expands the traditional definition of family. Instead of limiting the concept to biological relationships, the creative strategy embraces the diverse social circles that define modern India. This includes friends, colleagues, communities, and chosen circles—essentially anyone who brings a sense of warmth and belonging.

A major highlight of the campaign is a vibrant brand anthem written by the renowned writer and lyricist Prasoon Joshi, Chairman of Omnicom Advertising India. The lyrics lean into culturally rooted, everyday interactions to show how ordinary meet-ups turn into meaningful connections. The narrative spans multiple generations, connecting people who grew up with the brand while welcoming a newer audience to create their own memories.

Capturing Real, Lived Experiences

The execution of the campaign draws heavily from a tapestry of relatable Indian scenarios. It positions the restaurants not just as dining destinations for planned outings, but as casual, everyday social spaces where people connect without formality.

The storytelling highlights familiar moments that resonate with the Indian consumer base, such as:

• Sharing a truly Indian McAloo Tikki after school hours.
• Late-night drives that end at a drive-thru window.
• Post-exam celebrations and nervous first dates.
• Bustling birthday parties and quick office lunch runs.

Leadership Perspectives on the Initiative

The leadership team behind the campaign emphasizes the importance of inclusivity and evolving cultural values in India.

Akshay Jatia, CEO of Westlife Foodworld, noted that the brand has grown alongside the country for 30 years. He explained that the campaign celebrates a more inclusive definition of family, reflecting how modern India comes together, while ensuring the brand remains a place where everyone feels they belong.

Prasoon Joshi shared insights into the nuance of Indian relationships, stating that family extends to the people who stand by us, share laughs, and accept us as we are. He noted that over three decades, the restaurant has naturally become a space where these bonds come alive.

Rahul Mathew, Chief Creative Officer at McCann India, added that while the brand has always hosted families, the definition of a family has shifted. He emphasized the desire to celebrate all types of families—including those built on shared passions or roles in our lives—and invite them to share space together.

Strategic Rollout and Execution

The campaign is built on a digital-first amplification strategy. Audiences will experience the narrative across digital platforms as well as through dedicated in-store experiences.

As the brand approaches its thirty-year mark in the country, the creative direction sets a clear tone for its next chapter. It builds on a long-standing legacy while staying closely aligned with how people live, interact, and build communities today.

Our Take on the Campaign

At Campaigns of the World, we appreciate work that taps into genuine human behavior rather than manufactured sentiment. This campaign succeeds because it mirrors a shift in how society views relationships. By moving away from rigid, traditional family tropes and acknowledging chosen families, like coworkers and friend groups, the brand stays modern without losing its nostalgia. This marks a sharp evolution from their functional McDonald’s print campaign work focused entirely on policy shifts.

The decision to anchor the creative work on a culturally rooted anthem by Prasoon Joshi grounds the strategy in authenticity. It highlights real, unpretentious moments that everyday consumers recognize, making the communication feel earned rather than forced.

Credits
Agency: McCann India
Campaign: Let’s Family at McD
Team: McCann India 4 – Prasoon Joshi, Aditya Kanthy, Rahul Mathew, Siddhesh Khatavkar, Harshada Menon
Sourabh Dubey, Ankit Pathak, Maruthi S, Ashwini Mishra, Senorika Rajeev, SoumyadeepPurkayashta, Fatema Morbiwala, Omkar Bambaras, Akshay Jadhav, Akash Patel, Bibian Stani, Gaurav Mhatre, Thevar Subbiah, Kaustubh Lunge, Monideepa Nandi, Sonia Kumar, Barkha Bisht, Suyash Pandey, Shweta Goyal, Shashank Lanjekar, Ashna Shah, Roshni Punjabi, Aayush Singh, Jay Gaikwad, Varchas Sinha, Tanushree Kagal
Production House: Oink Production, Shirsha Thakurta, Ramya Rao
Music: Prasoon Joshi & Vishal Khurana K

This campaign is about:
McDonald’s India, Westlife Foodworld, McCann India, Prasoon Joshi, Brand Campaign, Indian Advertising, Marketing Campaign, Food Marketing, Let’s Family at McD.