Fuelling the Lionesses

Client: Kind Snacks

How do you establish yourself as a new official sponsor of the England team in a World Cup year when fellow partners are outspending you 100/1?

How do you gain share of voice and create an ownable, distinctive campaign which connects the fans to the players and provides a genuine source of motivation for the team when they couldn’t be farther from the support of home? For KIND’s Women’s World Cup campaign, much like the lionesses, we decided to ROAR, with activations which dominated earned media headlines, captured the hearts and wallets of consumers, and almost (*sob*) helped our women bring it home.