O2’s ‘Get Up For England’ RWC Breakfast Giveaway


Official England rugby union sponsor O2 launches an integrated campaign, Get Up For England, to promote its backing for the team in the upcoming Rugby World Cup.


With the 2011 tournament held in New Zealand in autumn 2011, European fans are will have to set the alarm for the early morning games. Using this insight, O2’s campaign is built around helping supporters get out of bed for the matches. The brand’s ads promote its 90,000 specially created England Rugby Breakfast Packs.


The mobile service provider will send out the breakfasts for customers to enjoy from the comfort of their sofa.


The awareness element of the initiative is a Get Up For England with O2 TV spot. The ad features England team coach Martin Johnson and eight England players – including Jonny Wilkinson, Lewis Moody, James Haskell and Chris Ashton – help a faan get out of bed early for a match.


The 60-second spot shows the stars encourage the supporter by helping him out of bed, cooking his breakfast and getting him ready for the match.


TV work is supported by a print campaign, as well as PR, social media support and a special mobile app which will feature exclusive content from the England camp, including player interviews.


The campaign was developed by VCCP with media buying by Zenith Optimedia.
The VCCP programme offers fans/users the chance to get a breakfast by driving them to the campaign site at www.GetUpForEngland.co.uk or texting PIE to 2020**.


Each entry is also automatically submitted into a draw to win a once in a lifetime trip to New Zealand


Each pack contains two specially created Pieminister Breakfast pies (one meat, one vegetarian), 2 Greene King IPA beers, an England flag and a message from the team. Each application for a pack is also automatically submitted into a draw to win a once in a lifetime trip to New Zealand to have breakfast with England players.


The breakfast pies will also be available in selected Tesco Stores around the country.


The England squad launched Get Up For England with a bake-off at their Pennyhill Park training base, where they tried their hand at making a pie of their own with the help of TV food expert Gregg Wallace.


‘A few of the lads fancy themselves in the kitchen, so it was nice to finally put their talent to the test,’ back row star James Haskell says. ‘Some of the pies on show definitely wouldn’t have made the grade for the O2 Breakfast Packs, but the guys had a great time with Gregg’.


Wallace added: ‘I love rugby and food is my life. It’s a real honour to play my part supporting the England Rugby team, encouraging fans across the country to Get Up for England with O2,’ says Greg Wallace of Masterchef fame. ‘Breakfast is the most important meal of the day. Given the time differences with the games in New Zealand, it’s also the one where fans will be getting up out of bed, having a bite to eat and watching the action together’.


O2 has also partnered with talkSPORT, the Rugby World Cup radio broadcaster, for joint player interviews and bespoke content throughout the tournament. The campaign will roll out across all the sports broadcaster’s platforms including talkSPORT, talkSPORT.co.uk and SPORT magazine




If you want a conversation with consumers these days you need to do something for them. O2 understands this and by offering free breakfasts, this insight-driven campaign is a fun, utility-driven scheme that actually helps.


Although we haven’t tasted the breakfast pies yet.


‘Get up for England is all about helping fans show their support and enhancing their rugby experience,’ explains O2 marketing director Sally Cowdry. ‘We hope that through our TV campaign and our partnership with talkSport we can encourage as many fans as possible to support the team.’


The England Rugby Breakfast Packs build on the longstanding success of the free pie and a pint for O2 customers at Twickenham. For the past six years O2 customers have been able to enjoy this unique rugby experience and the England Rugby Breakfast Packs now extend this benefit to fans across the UK.









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