- The new limited-edition Marmite celebrates the 50-year anniversary of Sir Elton John’s studio album ‘Goodbye Yellow Brick Road’
- The ‘Goodbye Yellow Brick Road’ jar follows the sell-out success of last year’s
‘Rocket Man’ edition - The launch marks the second year of Marmite’s three-year partnership with the Elton John AIDS Foundation (EJAF), which sees Marmite pledge $1,000,000 to the charity
The Elton John AIDS Foundation (EJAF) and Marmite are partnering for the second time to release a limited-edition jar of the UK’s iconic spread. Inspired by the 50th anniversary of the music legend’s critically acclaimed ‘Goodbye Yellow Brick Road’ iconic album and artwork, the new Marmite edition is now available exclusively in Sainsbury’s across the UK at an RRP of £3.*
The unique 250g jar’s label is set to disrupt the shelves with its standout design that takes inspiration from the famed album cover of Sir Elton John where he is stepping into the ‘Yellow Brick Road’ wearing what has become an iconic pink bomber jacket embroidered with his name.
The limited-edition jar follows on from last year’s sell-out Rocket Man jar, created after eagled-eyed fans spotted an impressive collection of the beloved yeasty spread in the background of Elton’s birthday photo in 2021.
This week, in celebration of the jar’s launch, Marmite is travelling to Windsor, the hometown of Sir Elton and David Furnish, to surprise residents with a breakfast delivery fit for music royalty. The feast will begin with toasted rye sourdough with a lick of butter and a light spread of Marmite. Deliveries will include the ‘Goodbye Yellow Brick Road’ jar alongside a pair of sunglasses from Elton’s glamourous Eyewear range and exclusive, co-branded Marmite x Elton John AIDS Foundation breakfast plate.
Laura Iliffe, Brand Manager of Marmite, said: “With this second limited-edition release of Marmite featuring a Sir Elton John- inspired label, we are confident in replicating the success we saw last year. We know that limited-edition products give our loyal Marmite fanbase something to get excited about by offering a collectable new pack.
“We are honoured to continue our partnership with the Elton John AIDS Foundation pledging $1 million to the charity to support its important work .”
Anne Aslett, CEO of the Elton John AIDS Foundation, said: “What started as a singular, limited-edition jar in 2022 has evolved into an incredible three-year partnership between Marmite and the Foundation. This jar is not only an homage to Elton’s artistic excellence but will also help to raise much needed awareness of our ongoing mission to end AIDS.
“Globally, three new people are diagnosed with HIV every minute and over nine million people are not currently accessing the treatment that could save their lives. With Marmite’s generous support, we can continue our work to provide those most at risk of HIV/AIDS with the treatment, care and support they desperately need. Through our partnership we also work together to spread the love and compassion that is needed to break down the stigma standing in the way of ending AIDS for all.”
In 2023, the Goodbye Yellow Brick Road jar makes its debut, now available for purchase at Sainsbury’s stores nationwide. This marks the start of a three-year partnership with The Elton John AIDS Foundation (EJAF), during which Marmite pledges to donate $1,000,000 to the charity. This ensures ongoing support for individuals affected by the disease, providing them with essential life-saving treatment, care, and assistance.
The Elton John AIDS Foundation, founded in 1992, is one of the leading independent AIDS organisations in the world. The Foundation focuses on supporting those who are the most vulnerable to HIV and AIDS all over the world. Since its beginning, the Foundation has reached over 100 million people with HIV/AIDS education, prevention, treatment, and support all while funding over 3,000 projects in over 90 countries and raised more than $565 million for HIV/AIDS grants globally.
*RRP at sole discretion of the retailer.
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