Footballer Harry Kane’s Cleats Club app is featuring across food delivery service Just Eat’s latest social-first campaign, launched in partnership with the fan-led mobile-first platform.

Cleats Club is a ‘direct-to-fan platform‘ which launched last October, offering supporters “unprecedented” access to their idols.

Having helped set up the platform, Harry Kane – who is England’s all-time top scorer – will feature at the front and centre of the new campaign, which sees Just Eat invite fans to ask him a food-related question; with those that get a response in with a chance to win prizes, including Just Eat merchandise, vouchers and match tickets.

Andrew Cocker, UK&I Marketing Director at Just Eat, said: “We’re excited to have the opportunity to bring football fans closer to Harry Kane through Cleats Club.

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“Football is a huge passion point and ordering moment for our customers, and this partnership takes that even further, by engaging with superfan culture and giving them direct access to a football icon.”

Fan questions and Kane’s video, voice notes or text replies will also be used to create content on Just Eat’s social channels, to enable audiences outside of Cleats Club to be “part of the conversation”.

“The collaboration with Just Eat perfectly aligns with our mission to create meaningful connections between athletes and their superfans. This is native brand integration into a social safe haven,” said James Kirkham, chief business officer at Cleats Club.

“Rather than interrupt what our Cleats Club superfans are interested in, Just Eat is already part of the conversation through the brand’s existing football credentials. This is how to truly engage superfans.”