The task
Weetabix asked us to boost awareness amongst parents of its on-pack partnership with The FA during the Summer of the Women’s Euros. Drive home the message that Weetabix is an affordable, nutritious breakfast for active kids.
What we did
Working with The FA and Weetabix Wildcats teams, we invited 80 girls for a training session, surprising them with a visit from Lioness Nikita Parris.
Just a few weeks after the England Womens team won the Euros the day was a big hit with families and the media.
We secured live interviews on the ground with Sky Sports News, talkSPORT, Mirror Online, Liverpool Echo and Liverpool TV.
To ensure the story had lifespan and longevity beyond the day itself, we also commissioned research that polled 1,000 children aged six to 16 to discover their top 50 heroes – which included Nikita herself.
In combination with hero video and photo assets from the day, we packaged up the poll results and an overview of the event into news-ready copy that we knew the media would find irresistible.
Impact
In addition to the coverage that was generated by the on-the-ground interviews, we used the content and the survey results to secure widespread coverage across nationals, sports industry and lifestyle titles, including:
Lead stories in The Sun, The Mirror, The Daily Express, The Daily Star and Metro
52 pieces of coverage in total with a total reach of 2,664,839,087 this is the sum of the MMU for each publication
Estimated total digital views to date of 2.28M
