world cup x snacks & drinks - home - bluechip · with a selection of products ideal for...
TRANSCRIPT
World Cup X Snacks & Drinks: The 2018 FMCG Players
A snapshot of
the impact of the World
Cup on sales and a look at
those snack, confec and
alcohol brands who
activated off the World Cup
in their own unique
way
The FIFA World Cup 2018 A game of two halves
For the first time in decades, FIFA struggled to find sponsors for the tournament.
Brands were scared off by the 2015 corruption scandal that ensnared top FIFA officials, including former general secretary
Joseph "Sepp" Blatter, analysts say.
Political controversies involving Russia, sanctioned in 2014 following the annexation of Crimea and accused of meddling
in the U.S. presidential election, didn’t help either.
Brands were struggling to trust in the event and up until weeks before the first game, nobody was completely certain that it
would even take place in Russia.
A False Start
52 years have passed since 1966 and we hadn’t reached a semi-final since 1990, it’s safe to say that we had low hopes for Russia 2018.
And then…England reached the semi-final and the nation was hooked; hashtags, slogans, songsand flags, we were ready to bring it home.
Brands were in their element, all that time and money was finally paying off and retailers tills were pinging like never before.
The amount we spent is around £800m more than during the 2014 World Cup when England crashed out of the tournament before reaching the knockout stages.
And if we’d made it to the finals? It’s estimated that
spending would’ve risen to £2.7bn…
It Maybe, Really Could Have Come Home
The FIFA World Cup 2018
86% of Britons planned to watch the tournament from home
Tesco sold one million burgers, one
million tubs of ice-cream and 50 million bottles and cans of beer during the one week period leading up to the semi-finals
4m Brits shopped on their
smartphones whilst
watching the
2018 World
Cup
75% of viewers grab a
snack during the game
33%buy crisps &
sweets especially for
the big match
£860m grocery sales
(5% uplift)
An extra 1.4m shopping trips were
made
Alcohol sales were up 25% (injecting £26m into the
market across 2 days alone)of Brits
planned to host a party
or bbq
42%
England’s exit from the tournament was.. the most watched…. sporting event in ….the past 6 years……
Pringoooals
Pringles brought back their ‘Pringoooals’ campaign and elevated it to new levels to celebrate the 2018 tournament.
With heavy support both above and below the line, the fully-integrated campaign offered something for everybody during this
key opportunity for the brand so closely affiliated with sharing.
To celebrate the tournament Golden Wonder creator Tayto launched a limited edition variant, ‘Golden Balls’. The large sharing bag hit stores back in April 2018 and capitalised on the importance
of the sharing occasion during such large sporting events.
The brand also changed their iconic logo to read ‘Goalden Wonder’
The product saw minimal promotional support but did recruit fans on social media.
Golden Wonder – Golden Balls
The Perfect Match
26% of 18-24s would
spend more in-store if they were offered advice on which food and
drink combinations went welltogether
PepsiCo brands came together to encourage World Cup fans to host their own big night in with their ‘The Perfect Match’ campaign, driving
additional cross-category sales for retailers at a time when supporters would have been getting together to cheer on their favourite teams.
Using the power of its most famous brands, the campaign featured an on-pack promotion offering consumers the chance to win prizes such as
high definition TVs, branded sharing snack bowls, Pepsi glasses and much more, simply by purchasing two participating packs.
The weight of influence behind the combination of key big players across two influential World Cup categories unlocked prime space for the
brands, particularly in Asda mult stores.
Sainsbury’s Big Game Players
All of the major retailers invested significant physical and promotional space in the tournament.
Sainsbury’s in particular showed significant support for snacks, with gondola end and supporting media promoting their ‘Big Game
Players’ mini events.
With a selection of products ideal for snacking during the games, the event offered a one-stop solution for anyone searching for food for
the footy.
Cadbury Limited Edition Products
Mondelēz chose to distance themselves from the official sponsorship of the tournament, choosing to focus on NPD created in the spirit of
World Cup fever.
Their Cadbury ‘Footballs’ graced the confectionery aisles of stores across the country whilst their ‘Cadbury FC’ Cakes and Gateaux
attempted to dominate seasonal bakery.
The products will be available for sale throughout the summer and are just a few in a long line of NPD being churned out of the Cadbury
factory since the Mondelēz takeover back in 2009.
Mars Sweetstake
In perhaps the largest scale promotion from a non official sponsor, Mars Wrigley have spent the summer shouting about
their Sweetstake. The promotion offered consumers the chance to win millions of prizes including free products and cash
instantly, plus entry into a final draw for £10,000.
Every promotional pack gave consumers one entry into The Sweetstake, an interactive online platform
.
The promotion ran across 11 brands with over 100 million
promotional packs in the market and was supported by TV, social, a retail focused experiential campaign and heavy in-
store amplification.
SPAR – Healthy Snack Inspiration
SPAR chose to take the healthy route and offer their shoppers inspiration and advice on
how to avoid those unhealthy, traditional options and opt for guilt-free alternatives.
Their ‘Quick and Healthy Snacks’ guide featured on both their website and social
media pages.
Kellogg’s – Panini Sticker Partnership
Kellogg’s partnered with Panini to offer consumers “Football Superstar Stickers” across its portfolio, including its snacks range.
Each promotional pack included three football stickers inside the box.Consumers were then encouraged to buy two promotional packs and enter
the code online to receive nine stickers.
Kellogg’s marketing manager Sally Bonser, said: “We know that for many households the football season is a whole family event, therefore it is a
great opportunity to bring football to life across our range and to the breakfast table.”
“The partnership offers great value
for money for consumers during a period that can be
expensive and merchandise-costly
on families.”
Asda Score-cher Pizza
Asda took their investment in the tournament one step
further by producing match focused products that would bring an element of fun to a key sharing occasion.
Focused on hot snacks they released ‘Score-cher’ pizzas and a Chicken Wing Roulette game, both of which revolved
around mystery spice hidden amongst one portion of the product.
In a unique take on World Cup, Mug Shot took inspiration from classic Russian dish beef stroganoff,
launching ‘The Russian One’ into Tesco and Asda just in time for kick-off.
This limited-edition pack is ”quick and convenient for a half time snack or throughout the game”, says the brand and offered the perfect alternative to more
traditional, ambient snacks.
Mug Shot – The Russian One
Domino’s called on former footballer Jimmy Bullard to help crown their pizzas as “the official food of not going to international football tournaments”
with a series of tongue-in-cheek clips.
Domino’s drew from the disappointment of professional players who never had the opportunity to represent their country, as Bullard goes about his
‘normal’ life’ obsessing over football whilst hoovering, mending fences and playing table football.
The campaign was delivered in partnership with LADbible and Sport Bible, who increased their reach through YouTube, Twitter, Facebook and
Instagram. The campaign generated over 8 million views, and 80,000 comments.
Domino’s Pizza – Staying at Home
Coca-Cola – Pass the HappinessAs a FIFA World Cup partner, Coca-Cola invested heavily in their
unique campaign, ‘Pass the Happiness’ - which focused on donating footballs to charities across the UK as well as giving away thousands
of prizes to their consumers.
The brand worked exclusively with Asda during the exclusive campaign and invested heavily in every form of in-store and out-of-
store media available to them.
This level of exclusivity was a first for both the brand and theretailer and demonstrates just how highly Asda place
exclusivity on their list of strategic priorities.
IRN-BRU – Twitter Campaign
Scotland didn’t qualify for this year’s World Cup finals but that didn’t stop Irn-Bru from making the most of the tournament and
cashing in on their losses by hilariously engaging with consumers
via social media.
They took to Twitter to launch a campaign that focused on the idea that the Scottish national team were taking a holiday
instead, extending this to include a competition for fans to win a holiday to the Maldives.
Budweiser – Light Up the World Cup
“Light Up the FIFA World Cup” is the largest initiative ever taken by Budweiser and aimed to epitomize the incomparable spirit of the “greatest show on
earth” featuring exclusive fan events across a hundred nations.
The campaign wowed with drones delivering bottles of beer, the promise of free Bud if we won and Snapchat filters unlike any that came before it.
8 million promotional Budweiser red light cups, which contain audio detectors and LED lights that glow brighter when the sound level
increases were given away worldwide and exclusively in Asda stores here in the UK.
The campaign was supported by an unprecedented level of TV, outdoor, print, social and retailer media.
50mbottles and
cans were sold in supermarkets
in the first week of July
alone
Carling - Golden Can
One hundred golden cans were placed in random packs of Carling Lager and Carling Apple Cider this summer, offering consumers the
chance to win £1,000.
The promotion was supported heavily on both brand and retailer social media as well as POS tools within the convenience sector and
foyer presence in 280 Tesco stores.
Carling brand director Miranda Osborne said: “There is a huge summer of football to look forward to and we are building on that
excitement by supporting key off-trade partners with this
promotion.”
Jägermeister Limited Edition Bottles
Jägermeister showed their
global support by producing unique
bottles for six participating
countries, designed around their
flags
IPA – Win Retro Shirts
Greene King’s IPA focused on the nostalgia of the World Cup and offered consumers the chance to win one of 1,966 retro
football shirts when they purchased any promotional pack.
The promotion focused on the convenience channel with small footprint POS and exclusive promotions for individual Symbol
brands.
Global
A brief look at how brands capitalised on
the World Cup around the globe…
To drive McDelivery orders,
McDonald’s, OMD Hong Kong and
Google came together to reach
excited football fans when they are
most hungry. Through the market-
first application of Google’s Real-
Time Trigger with a Data
Management Platform (DMP),
McDonald’s could anticipate the
“hungry moments” during matches
ahead of the competition and
entice fans with their favourite menu
items.
McDonald’s anticipated hungry moments during the World Cup
Coke kicked-off a unique, large-
format Augmented Reality (AR)
experience at Zürich’s main train
station that allowed lucky fans to
experience first-hand what it’s like
to play alongside
Switzerland’s Xherdan
Shaqiri on-screen.
Augmented Reality Football
Experience for Coca-Cola in Zürich
Brazilian beer brand SKOL offered the citizens of
Iceland the chance to claim a free beer for
supporting their home nation, the only catch? They
had to beat Argentina. The campaign was a huge
success in both Iceland and across the Atlantic and
although the team were unable to win the game, the
brand certainly won the hearts of the team’s home
country.
SKOL Offered Free Beer to all of Iceland
What We Think
The 2018 World Cup was far more turbulent, joyful and profitable than anyone could’ve predicted six weeks ago.
We’ve seen unprecedented levels of dedication from fans, brands and retailers which has transformed half time into a dedicated consumption period and made snacking and refreshments synonymous with the game.
The importance of sharing could be seen within both the executed campaigns and the behaviour of UK shoppers, with our nation proving more than ever that our snacks unite us.
Big brands came together to elevate their power even further and retailers rewarded exclusivity and innovation with an abundance of space.
In a summer where the sun shone brightly and the nation was threatened with a beer shortage, we managed to restore ourfaith in responsible brands, in helpful retailers and, mostimportantly, in football.
See you in 2022 boys!
For more information on how to capitalise on an official sponsorship or capture the fever of the season, get in touch.
Centre of Retail Research - World Cup 2018 Estimates’ on behalf of VoucherCodes - April 2018
British Retail Consortium – World Cup Fever Boosts Retail Sales – June 2018
KPMG – World Cup and Retail: What’s the Score - July 2018
Kantar - The World Cup quarter finals uplift sales in UK – July 2018
FIFA – Official World Cup Partners 2018 – www.fifa.com
MediaCom North – Budweiser Social Media Analysis – July 2018
DMN – Everything You Need to Know About The World Cup – June 2018
AOL & Omnisport: World Cup 2018: Goal-laden final adds to staggering World Cup stats – July 2018
The Grocer – 10 New Products Launching for the World Cup 2018
The Grocer – The 2018 World Cup is Delivering the Summer that Retailers Have Dreamed Of – June 2018
Talking Retail – World Cup News – May – July 2018
Marketing Week – Fifa World Cup Blog 2018
Snack Media - World Cup Russia 2018 fan insights - 2017
Criterio – Ecommerce and the World Cup 2018 – June 2018
Statista - Percentage of food consume in a match of the 2014 FIFA World Cup in France - 2017
Retailer Press Releases – May-July 2018
Brand Websites
Sources