Marmite has launched its final limited-edition jar in partnership with the Elton John AIDS Foundation, marking the conclusion of a celebrated three-year partnership that included a $1m total donation, to support the Foundation’s work to end AIDS from the Love It/Hate It brand.
The striking label artwork is inspired by the 1983 Elton John hit single ‘I’m Still Standing’, a much-loved song about resilience, widely associated with perseverance in the face of adversity. Elton John, who recently secured his 10th number one album, is a long-time fan of the spread.
The long-standing collaboration between Marmite and the Elton John AIDS Foundation has seen a limited-edition collection of sell-out jars hit shelves across the UK, inspired by Elton’s illustrious career. Rocketman, the 50th anniversary of the Goodbye Yellow Brick Road album and the memorable Dodger Stadium performance of 1975 have all been celebrated within the designs.
To further celebrate the LGBTQIA+ community, Marmite has partnered with award-winning artist Ashton Attzs to unveil a striking art installation in Eccleston Yards, titled: ‘We’re Still Standing’, a larger-than-life illustrated cube, displaying words of resilience from people around the world who have received support from the Elton John AIDS Foundation.
This July, Marmite will also make a debut at London Pride. The brand is encouraging lovers to share their own ‘Stories Of Resilience’ (via Marmite’s website), and five lucky winners will be selected to walk at the parade with Marmite’s troupe of performers.
As part of the three-year partnership, Marmite donated $1 million, regardless of sales, from 2023 through 2025, to the Elton John AIDS Foundation to support their work providing treatment and care to those most at risk of HIV and AIDS in the UK and around the world.
Georgina Bradford, General Manager Foods UK & Ireland and Mini Meals Europe said:
“We are thrilled to be launching the final limited-edition jar – the perfect last dance to what has been an amazing partnership, and we look forward to walking at this year’s London Pride, side by side with fellow Marmite lovers and the Elton John AIDS Foundation. Marmite is a brand that will always look to spread the love, and both the jar and Ashton’s incredibly powerful artwork are fitting displays of the brand’s commitment to championing the LGBTQIA+ community in the UK and globally.”
Anne Aslett, CEO of the Elton John AIDS Foundation, said: “
The Marmite partnership has provided a unique platform to raise awareness of our mission, and most importantly, their generous donation has enabled us to extend vital support and care to those most at risk of HIV, both in the UK and globally. We applaud Marmite for proudly celebrating Pride and using their iconic brand to stand in solidarity with the LGBTQIA+ community. The limited-edition design is a bold symbol of empowerment and inclusion – and is especially meaningful at a time when many communities are facing increased stigma and discrimination. We hope people will enjoy the new jar and display it with pride on their kitchen tables, as a joyful statement of allyship and support.”
The I’m Still Standing jar is available to purchase in all retailers nationwide for £3.00.
