A Vibrant Finale to a Meaningful Partnership

Marmite has unveiled the fourth and final limited-edition Pride jar in its landmark three-year collaboration with the Elton John AIDS Foundation, marking the triumphant conclusion of a partnership that has raised $1 million for vital HIV/AIDS prevention, treatment, and advocacy work. Released in June 2025, this stunning final design draws inspiration from Sir Elton John’s iconic 1983 anthem “I’m Still Standing,” celebrating resilience, pride, and the enduring spirit of the LGBTQ+ community.

The vibrant jar design captures the joyful defiance and colourful energy of both the song and the Pride movement itself. With bold rainbow hues and dynamic graphics, it stands as a testament to decades of progress while acknowledging the ongoing work needed to support those affected by HIV/AIDS. This collaboration has become one of the most visible expressions of corporate support for LGBTQ+ causes in the UK food sector.

Three Years of Impact and Pride

Since 2023, Marmite has partnered with the Elton John AIDS Foundation to release annual limited-edition Pride jars, each celebrating a milestone from Sir Elton’s legendary career. The series began with a jar commemorating the 50th anniversary of “Goodbye Yellow Brick Road” in 2023, followed by designs honouring the “Rocketman” film and Elton’s legendary 1975 Dodger Stadium performance in 2024.

The partnership’s $1 million commitment represents an unconditional donation to the Foundation, supporting its crucial work in HIV prevention, testing, treatment, and care services for vulnerable communities worldwide. Importantly, this donation is not tied to jar sales, demonstrating Marmite’s genuine commitment to the cause rather than performative “rainbow washing.”

Art Installation Brings Resilience Stories to Life

To amplify the campaign’s message, Marmite partnered with acclaimed artist Ashton Attzs to create “We’re Still Standing,” a powerful large-scale art installation at Eccleston Yards in London. The installation features personal stories of resilience from individuals supported by the Elton John AIDS Foundation, creating an immersive experience that connects visitors with real lived experiences.

The “Stories of Resilience” project transforms words of strength, survival, and hope into visual art, giving voice to those who have faced discrimination, health challenges, and adversity while celebrating their courage and determination. Attzs’s creative vision brings these narratives to life in a way that honours both individual journeys and collective progress.

Community Engagement and London Pride

Marmite has extended an invitation to supporters across the UK to share their own resilience stories as part of the campaign. Five winners will be selected to join Marmite at the Pride in London parade in July 2025, marching alongside the brand in one of the capital’s most joyous celebrations of LGBTQ+ visibility and solidarity.

This participatory element transforms the campaign from a corporate initiative into a genuine community conversation about what resilience means in 2025. Whether stories relate to coming out, accessing healthcare, fighting discrimination, or simply being true to oneself, Marmite is creating space for authentic voices to be heard and celebrated.

Where to Find the Final Pride Jar

The limited-edition “I’m Still Standing” Pride jar is available now at major UK retailers including Tesco, Sainsbury’s, Asda, Morrisons, and Waitrose, priced at £3.00. While it costs the same as standard Marmite, every jar purchased helps raise awareness for the Elton John AIDS Foundation’s life-saving work.

As with previous editions in the series, this jar is expected to become a collector’s item for Marmite enthusiasts and supporters of LGBTQ+ causes alike. The striking design makes it a perfect addition to any Pride display or simply a colourful statement piece for the breakfast table.

Why This Partnership Matters

At a time when LGBTQ+ rights face renewed challenges in many parts of the world, and when stigma around HIV/AIDS persists despite medical advances, visible corporate allyship matters. Marmite’s three-year commitment demonstrates that supporting LGBTQ+ causes isn’t about jumping on a trend during Pride month but about sustained, meaningful engagement with communities and causes that need support year-round.

The Elton John AIDS Foundation has been at the forefront of HIV/AIDS work since its founding in 1992, funding innovative programmes that address the social stigma, discrimination, and neglect that prevent people from accessing prevention, testing, and treatment services. The partnership with Marmite has helped bring this crucial work to millions of consumers who might not otherwise engage with HIV/AIDS advocacy.

A Legacy of Love, Not Hate

Marmite has long embraced its “Love it or hate it” slogan, but this partnership firmly plants the brand on the side of love, acceptance, and community support. The “I’m Still Standing” jar serves as a reminder that despite decades of challenges, the LGBTQ+ community continues to thrive, create, and celebrate with resilience and joy.

As Sir Elton John himself once sang, “Don’t you know I’m still standing, better than I ever did.” This final Pride jar celebrates not just survival, but flourishing and fierce determination to create a more inclusive world where everyone can stand proud.

Whether you’re a Marmite lover spreading it thick on toast or someone who appreciates the brand’s commitment to meaningful social causes, this final Pride jar represents something worth celebrating: a British icon using its platform to make a tangible difference in the fight against HIV/AIDS and for LGBTQ+ equality.

Grab your jar, share your resilience story, and stand proud with Marmite and the Elton John AIDS Foundation this Pride season.