FareShare, a UK national network of charitable food redistributors, teamed up with creative agency BMB, to leverage the 2022 FIFA Men’s World Cup and bring some festive cheer in the form of a fundraising England Football Christmas single led campaign called ‘Sweet Carol Rhymes’.
The campaign title is a play on the current England fan favourite and Neil Diamond smash hit ‘Sweet Caroline’ and it is led by a parody football anthem called ‘So here it is, Jordan Pickford’ which is dedicated to the current England goal keeper and also includes playful references to various England players past and present including Marcus Rashford, Harry Kane, John Stones, Jack Grealish and England legend Sir Bobby Charlton.
England football fans love a tournament song: whether it be a comic sing-a-long or a chart-topping banger and this one leverages spiking soccer interest around Qatar 2022 and aims to get England fans singing, supporting and raising funds for a good cause.
Released on 14 November, in time for both the World Cup and for Christmas, the song blends football puns, the typical catchiness of classic England tournament songs and the positive familiarity of a well-known feel-good festive hit.
The song and supporting campaign content directs viewers/listeners to a JustGiving page where football fans and Christmas single buyers can donate to FareShare: a charity that specialises in fighting hunger and food waste and which is famously been supported by England Striker Marcus Rashford MBE. FareShare works with a network of 9,500 charities to help provide food to over a million people.
The lyrics were written by BMB Creatives Jack Snell, Joe Lovett and Nathan Marsden: the same creative agency team also designed the accompanying lyrics film for the karaoke sing-along add-on. The campaign content, spearheaded by the music video, was distributed on YouTube and through FareShare social media outlets including Instagram, Twitter, Facebook.
“We’re thrilled to be part of this festive football anthem that will help raise money to get more good-to-eat surplus food out to our network. The rise in the cost of living, including the price of food, fuel and energy bills, is having a disproportionate impact on people already struggling to make ends meet. While we’re doing everything we can to get surplus food to people who need it, we do not have enough to meet the skyrocketing demand, as millions more people are being forced into food poverty in communities across the country,” explained FareShare Head of Fundraising Marie Travers. “By supporting the ‘So Here He Is, Jordan Pickford’ charity single and donating to ‘Sweet Carol Rhymes’ JustGiving page, you can help support FareShare’s mission to fight hunger and food waste at Christmas.”
BMB Chief Creative Officer Matt Lever added: “A Christmas World Cup felt like too big a creative opportunity to miss. Hopefully our funny little Christmas song will capture both the public imagination and some much-needed funds to help FareShare put food on as many tables as possible this festive season”.
The campaign was created for client FareShare by a team at agency BMB which included Chief Creative Officer Matt Lever, Chief Strategy Officer Mel Arrow, Business Director Sam Hardy, Creatives Jack Snell, Joe Lovett and Nathan Marsden, Producer Clancie Brennan, Design Director Ted Smith, Designers Mark Gould, Sam Peel and Charlotte Temple. PR was handled by agency Here Be Dragons.
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Ok now everyone, sing up and come on Ingerlund.
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