The first week of June saw England Football sponsor Deliveroo launch a fresh football and food campaign celebrating the delivery brand’s official sponsorship of England teams and fan loyalty whilst showcasing its global cuisine offering.
Developed in harness with agency Pablo London, the campaign is based on the insight that whilst England football fans are fiercely loyal and are backing the team at the Euros, when it comes to match-day dining they enjoy all types of cuisines from around the world: whether that be lamb dhansak, pork bao, brioche buns, tacos or even fish and chips.
The integrated campaign spans TV, online video, OOH, radio and social channels.
The activation is spearheaded by a hero spot starring the England team and Karl Pilkington who voices a comic subversion of the traditional football song “England ‘til I Die”. The film rolled out from 2 June and invites fans to order food from all round the world through Deliveroo during the tournament.
As well as the advertising creative and online content, the campaign also sees Deliveroo launch a set of edible face paints in red (ketchup), blue (red cabbage), green (wasabi) and white (mayo) – so football fans can decorate their face or their food during Euro 2020.
Comment:
It was back in September 2019 that Deliveroo became an official partner of The FA in a deal that spanned the men’s and women’s England teams as well as the Emirates FA Cup.
The deal saw Deliveroo become England’s first sleeve sponsor and the food delivery company’s logo is worn on the training kit of all senior men’s and women’s sides.
The Euro 2020 campaign follows on from the brand’s January 2020 ‘The England team’s favourite food delivery’ work leveraging it’s the FA tie up which had men’s and women’s team cuts.
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