Elton John launches unusual product collab to fight AIDS

While Americans prefer jams, jellies and honey on their toast, Brits and Australians can’t get enough of Marmite, a yeasty spread that has never caught on in the US.

Elton John, however, is beloved on both sides of the pond. And his charity, the Elton John AIDS Foundation (EJAF), has done incredible work across the globe.

Related:

Elton John shocks diners with surprise performance at beachside restaurant

Even though the song only lasts four minutes, it’s obvious that John’s performance left a lasting impression on the unsuspecting audience.

But after fans spotted jars of Marmite in the background of a birthday photo in 2021, the eagle-eyed followers sparked an unusual collab between the singer and the spread.

Global perspectives delivered right to your inbox

Our newsletter bridges borders to bring you LGBTQ+ news from around the world.

Daily

Weekly

Good News

The two icons have launched a three-year effort that will raise funds for the foundation from limited-edition jars. The collab will raise $1 million for the group.

The newly announced jar will feature artwork inspired by John’s classic album “Goodbye Yellow Brick Road.”

“I’m thrilled to partner with Marmite again this year,” Sir Elton said in a statement. “Their generous support allows EJAF to keep up the fight against AIDS and the stigma surrounding it. Together we can spread compassion and end AIDS once and for all.”

“We’re incredibly proud to announce Marmite’s three-year partnership with the Elton John AIDS Foundation,” Marmite’s brand manager Laura Iliffe said. “And what better way to begin than with a showstopping new jar that celebrates one of Elton’s most iconic albums.”

View this post on Instagram

A post shared by Marmite (@marmite)