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Football is Better Together

Football is
Better Together

Bringing it home this Summer

The brief

We needed to use our Year of Eating Together campaign to leverage the excitement of
the World Cup - putting Co-op Food at the heart of the conversation, whilst tactically
promoting key deals and products for match days and food occasions.

Video

Campaign insight

Summer is the time of year when existing structures start to fall away: meals lose their formality,
the evenings stretch on and this year we all stopped to watch the football on Russian time, and for longer
than we all expected. This created a perfect opportunity for us; the football get together with your mates.

Football is Better Together

Consumer insight

We all have little superstitions that tip the favour of fortune onto our side. It could be a favourite chair or lucky
shirt. We created an insightful, character driven TVC about the superstitions we have during the penalty shoot
out. This, of course, duly paved the way for England to win their first World Cup penalty shoot-out for 22 years.

Football is Better Together

Approach

Our campaign brought to life the euphoria and the excitement of the World Cup.
As England progressed the football became a national obsession - and we ensured we stayed at the forefront
of this conversation by reactively updating our comm’s across TV, Print and Digital. We also used an influencer
partnership with Ball Street Network to ensure Co-op Food was never far away from the football fever.

Football is Better Together

Results

Even without winning the world cup we still had plenty to celebrate. During the campaign
Co-op Food had their best week of trading in their 175 year history with a sales uplift of 17.3%,
11% ahead of forecast.
Whilst our reactivity ensured we stayed part of the conversation throughout.

Football is Better Together