Alternative food and drink brand Glebe Farm has unveiled its 2022 Christmas campaign titled ‘Love Thy Neighbour’, in which it reveals new partnerships with local sports teams Huntingdon & District Rugby Club, Cambridge United FC Women and Cambridge City Hockey Club.
Tapping in to the spirit of Christmas, the campaign kicks-off a long-term programme to support grassroots initiatives across Cambridgeshire, the brand’s home county.
“As a brand, we like to do real things. It’s often a tricky balance for brands to get partnerships right. Our love thy Neighbour partner strategy is one that is instantly tangible and rational,” Glebe Farm co-founder, Phil Rayner said.
“At this time of year, thinking of our neighbours is something we could all do more of, hopefully we can help ours throughout 2023.”
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Spearheaded by a 40-second spot featuring local sportsmen and women alongside a ‘whiff’ of a Neighbours parody, the programme will be kick-started with free training session at Cambridge United Women, with further initiatives to follow throughout 2023 – including £10,000-worth of grants available subject to application.
Cambridge United Football Club head of commercial, Neil Rowe added: “Working with local companies is such an important part of building a community around the club. Investing in our women’s team is very important.”
“Glebe Farm is a very exciting new partner doing things differently. Phil and the team weren’t looking for advertising, they were very keen from the start to make sure the partnership drove engagement and opportunities for the community.”
