We brought KIND’s new partnership with the FA and the women’s England team to life ahead of the 2023 World Cup by creating two giant 100m signs placed directly on the Heathrow flight path. The signs were filled with thousands of messages from fans and was the last thing the team saw as they jetted off down under for the tournament in Australia, and the first thing they saw when they landed back on home turf.
We knew that listening and doing would be key to making sure the media and public could hear and ultimately, help the Lionesses roar. We heard how the women felt about the lack of a home advantage, and how an absence of on-the-ground support from key cheerleaders was a concern. We coupled this with social listening to gather fan insights and discovered fans were feeling disconnected from a tournament on the other side of the world, and how they wanted the women to feel their support even though most wouldn’t make it to a live game. We found natural synergies between the two and developed a creative campaign which made KIND stand out in a crowd of World Cup marketing.
315 pieces of coverage including ITV news, Sky Sports News, BBC Newsround
6,000+ social interactions
90,000 organic likes of a consumer photo of the signer
+126% increase in brand awareness vs pre-campaign
8% of UK said they bought a KIND bar after seeing the campaign
