Marmite has temporarily rebranded as “WeMite” for a limited-edition campaign targeting England fans following the Three Lions’ latest World Cup win.

The Unilever-owned spread brand has launched special jars designed to give travelling supporters a taste of home as England’s tournament run continues.

The campaign comes after England moved into the next stage of the competition, with thousands of fans expected to continue following the team overseas.

The limited-edition jars are available in different sizes based on supporters’ level of optimism.

The smallest jar is labelled “WeMite reach the quarters”, while a medium-sized version reads “WeMite reach the semis”.

The largest jar, aimed at fans convinced England can go all the way, is branded “WeMite go and win it”.

Marmite said the idea was inspired by the familiar habit of British travellers taking home comforts abroad, from tea bags and biscuits to favourite spreads.

The brand said it wanted to ensure England fans did not have to go without one of the UK’s most recognisable grocery staples during a summer of long-haul travel, late kick-offs and nervous tournament viewing.

The campaign was created by adam&eve\TBWA, with PR handled by W Communications.

Marmite has also partnered with Heathrow Express to make the jars available to fans travelling 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.”

Adam&eve\TBWA creative directors Darren Beresford and Richard Gayton 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.”

The launch is the latest example of grocery brands moving quickly to tap into World Cup momentum, as food and drink companies look to connect with fans around matchday rituals, travel and national pride.

For Marmite, the campaign leans into both its divisive brand identity and its status as a British cupboard staple, turning a familiar travel habit into a timely football activation.

Sign up here to get the latest grocery and food news each morning