On Valentine’s Day 2024, Wrexham FC back-of-shirt sponsor VistaPrint teamed up with former goalkeeper Ben Foster for a new digital-first campaign asking questions about a curious statistic from the Welsh town: a 24% birth rate spike in January 2024.
This baby phenomenon, as reported by according to Wrexham Maelor Hospital, occurred exactly nine months after the football team was promoted.
Launched on 14 February, of course, ‘Wrexham Baby Boom’ was posted across the sponsor brand and the club’s own digital and social channels, as well as on co-owner Ryan Reynolds personal platforms to provide an extra larger slice of Hollywood reach.
The spot see the former Wrexham AFC goalkeeper revealed that he feels partly responsible: after all, it was his save against Notts County helped secure the team’s promotion to League Two. The film features jubilant scenes in Wrexham last year when fans invaded the pitch to celebrate promotion to the Football League following 3-1 win over Boreham Wood.
“I’m partnering with VistaPrint to remind everyone that they sell amazing things for new parents – from custom baby announcements and banners to blankets, wall calendars and more,” said Foster in the ad. “So to all you Wrexham parents congratulations! Here’s hoping for more babies next January. Welcome to the world fellow Bens!”
The campaign was created by Reynolds’ owned agency Maximum Effort and the aim is not just to leverage the company’s club associated around Valentine’s Day, but also for VistaPrint to remind all the Wrexham fan parents of all of the personalised products they offer.
@vista A very special Valentine’s Day from @Wrexham AFC and @Ben Foster The Cycling GK. VistaPrint has everything you need to share that love with everyone, for every milestone. ❤️🤍
“Sports really have a way of bringing people together. Wrexham Baby Boom captures the beginning of a life-changing journey, but reminds viewers just how important it is to cherish the moments and milestones along the way, too,” added Kate Armstrong, VP of Global Brand & Creative at VistaPrint.
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