Mars-owned Snickers has worked with creative firm The&Partnership on a new campaign centred around the ongoing 2022 Women’s Euros.
Through this campaign, Snickers – which partners the England football teams – will be hoping to drive genuine support for the Lionesses by reminding football fans that they only truly support England if they cheer on the women’s side too.
Led by a 20-second hero film, the campaign will be rolled out across a range of formats, namely TV and out-of-home, alongside a tailor-made GIF-led campaign across Twitter and Instagram.
READ MORE: The&Partnership serves up inclusive LTA campaign
“England fans are notoriously patriotic and proud – it’s not a hobby, it’s a way of life,” The&Partnership strategist, Christina Fusco-House said.
“But this only really applies when it comes to supporting the men’s side, with less than half supporting women’s football. So, as telling them they were giving less than 100% to their passion was unlikely to go down well, our message had to be encouraging and entertaining to spring their mental offside trap.
She continued: “By speaking to them as they pined for the Premier League and followed England Men at Molineux, triggering pride for their local teams, and challenging their footballing knowledge we will inspire an army of ‘Full Fans’ to watch our Lionesses bring it home.’’
Snickers senior brand manager, Chloe Smith added: “From missing or being late to the birth of a child or a flight abroad as a result of watching football, we know that England is a nation of passionate football fans.
“However, we know you can’t call yourself a ‘full fan’ if you don’t support both the women and men’s football teams!”
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