Snickers, the official chocolate bar of England Football, leveraged the partnership around UEFA Euro 2022 through a campaign revolving around telling critics of the Lionesses that they are not ‘Full Fans’.
The confectionary brand’s marketers worked with creative agency The&Partnership on an activation which seeks to drive genuine support for the team through the tournament by reminding fans that they only truly support England if they cheer on the women’s side too.
The Mars-owned brand, which has a tie-up with The Football Association (The FA) that spans all national teams, rolled out the campaign across a range of platforms and formats including television, out-of-home and social media.
The activation was spearheaded by a hero ‘Go Full Fan’ 20-second film which dropped on 15 July.
The spot opens with a supporter walking in to a pub wearing a comically cropped version of the England jersey showing his hairy belly. As he begins to criticise the women’s match on the TV, the copy ‘You’re only a full fan if you support the Lionesses too’ flashes across the screen. As the message sinks and the character eats a Snickers bar, he then gets on board with full fan support and his shirt once again fills out.
The endline states: “You’re not a full England fan unless you support the Lionesses too. So go full fan and #SupportHer this summer with Snickers.”
The lead video was supported by posters, ad-vans and a regional OOH phase aimed at making fans question what it means to really be a full England fan, as well as a bespoke, a myth-busting series GIFs rolling out across Twitter and Instagram which also challenge England fans to confront gender bias.
— SNICKERS UK (@SNICKERSUK) July 26, 2022
The campaign concluded with a low latency, tactical social response to England winning the tournament.
“England fans are notoriously patriotic and proud – it’s not a hobby, it’s a way of life,” said The&Partnership Strategist Christina Fusco-House. “But this only really applies when it comes to supporting the men’s side, with less than half supporting women’s football. So, as telling them they were giving less than 100% to their passion was unlikely to go down well, our message had to be encouraging and entertaining to spring their mental offside trap. “By speaking to them as they pined for the Premier League and followed England Men at Molineux, triggering pride for their local teams, and challenging their footballing knowledge we will inspire an army of ‘Full Fans’ to watch our Lionesses bring it home.’’
Snickers Senior Brand Manager Chloe Smith added: “From missing or being late to the birth of a child or a flight abroad as a result of watching football, we know that England is a nation of passionate football fans. However, we know you can’t call yourself a ‘full fan’ if you don’t support both the women and men’s football teams!”
The campaign was created by a team at agency The&Partnership which included Executive Creative Director André Moreira, Creative Directors Dan Northcote-Smith and Nick Moss, Creatives Hannah Roe and Lucy Pennock, Strategy Director Alex Dobson, Strategist Christina Fusco-House, Audience Strategist Alice Dolling, Senior Account Director Rosa Stanley, Account Director Tom Taylor, Account Executive Susannah Gillespie, Production Lead Jack Lipsham-Carr, Project Managers Evie Ungemuth and Zaneta Stepien, Senior Producer Elin Tilberg, Designer Ryan Smith, Motion Graphics Designer Gil Peres, Content Team Lead Alex Attfield and Community Manager Silvia Mendes.
The production company was Burning Reels with Director Jonas McQuiggin, Producer Ashley White, Post Production Creep Productions and Supervisor Libby Orrett. Further input came from Post Production Tag Collective Arts with Supervisor Danny Costa and sound design and mix by Tom Heddy of Wave.
As well as being the official chocolate bar of England football, Snickers is also an official sponsor of the Scottish Football Association and this Women’s Euros activation followed on from the brand’s Men’s Euro 2020 ‘Awkward’ campaign from June 2021.