The final week of November saw new drinks, snacks and grocery delivery company Zapp debut its first ever UK television commercial leveraging its partnership with Chelsea FC with players taking the creative centre stage and the brand in something of a supporting role.
Debuting on Channel 4 and first posted across brand and team social channels from 24 November, the light-hearted ad is fronted by a trio of Chelsea stars – Mason Mount, Marcos Alonso and Kai Havertz – competing in the ‘Zapp Challenge’ in which they attempt to kick the ball into a dressing room bin.
After Mount scores the winning shot, the players choose their own Zapp favourite products via the Zapp app and the order is delivered in minutes by one of Zapp’s employed riders before the ad closes with the brand’s ‘Happy. Delivered’ tagline.
The new commercial activates a partnership between the current UEFA European champions and the UK’s only 24/7 rapid delivery service which sees Zapp celebrate football passion and the unique way sport brings people together and draws synergies with its own brand, offering and values.
“We’re excited to debut our first live broadcast TV advert, with the ‘Zapp challenge’ putting a playful spin on our winning partnership with Chelsea FC,” commented ZappVice President of Strategy Steve O’Hear. “At Zapp, we’re focussed on delivering for our customers in minutes, 24/7 – from half-time snacks and refreshments to the final whistle after party, Zapp and matchday are fast becoming synonymous,”
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Within a week of it being posted, the ad had already generated more than 725,000 views on Zapp’s YouTube channel alone.
The tie up between brand and club initially runs for two years and spans the Chelsea Men, Women and Academy sides.
The collaboration, which spans multiple activations and initiatives including promotions, giveaways, contests, exclusive fan experiences and player activations, is part of Zapp’s go-to-market strategy that sees the growing brand seek to build ‘cultural relevance’ by partnering with some of the world’s biggest sports and live music franchises.
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