Food brand Marmite has unveiled its final limited-edition jar in collaboration with not-for-profit the Elton John AIDs Foundation to mark the conclusion of its three-year partnership.
The jar, which celebrates Pride Month, is inspired by John’s single I’m Still Standing.
To support the release of the limited edition jar, Marmite has partnered with artist Ashton Attzs to launch an art installation in Eccleston Yards in Victoria, London.
The installation, ‘We’re Still Standing’ features words of strength and resilience from those who have received support from the charity.
Marmite will also make an appearance at London Pride, encouraging its customer base to share their own ‘Stories of Resilience’.
Georgina Bradford, general manager Foods UK and 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.”
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“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,” she added.
The partnership has seen the firm release a series of jars with artwork inspired by Elton’s work, such as Rocketman and the 50 year anniversary of his album Goodbye Yellow Brick Road.
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,” she added.
