Background
Then National League side, Stockport County aspired to compete in the higher leagues when it came to its matchday experience, especially for its food and drink.
To elevate the club’s food and drink offering, the club created a new food court helping to create a more welcoming environment to meet family and friends when visiting Edgeley Park.
But if it was to really drive revenue for the club and attract the fans in for a drink or a bite to eat before kick-off, it needed to become famous…
The Response
- Press and fan announcements as the fan zone went through the planning process, teasing imagery and exciting fans about what’s to come
- Devised and delivered a tactical PR stunt for the official launch, kicking traditional matchday favourite Bovril to the side lines to make way for ‘Christmas Dinner in a Cup’
- The campaign included:
- Photography and videography shoot of the product
- Seeding to football social community groups such as Footy Scrans
- Media drops with the food to local and national media
- National sell in with press release, pictures and video
- Securing feature interviews with club spokespeople
- The campaign included:
- Media and influencer experiences offered on match days to sample the food.
The Results
- Social content went viral with over 3,000 shares across social media in the first 48 hours (shared every 13 seconds during the first 24 hours) reaching over 78M+ people
- 38 pieces of media coverage including key local hits like The Manc as well as national hits in The Sun and Mail Online
- Broadcast coverage on BBC, ITV, TNT Sport, Sky and more
- Story continues to be a key talking point for club, generating regular coverage
- A packed-out fan zone for launch and Christmas Dinner in a cup remains the club’s best seller
