Liverpool FC and NH Foods have rolled out a fun cook-off challenge with star players competing in a remote cook-off challenge. Shot on Zoom during the pandemic lockdown, the players cooked in their home kitchens against LFC chef Dave Lyons in the kitchens at Anfield.
The brief to agency Mob Sport from NH Foods was to come up with an original content idea that could showcase one of their key food products whist getting around the current restrictions regarding access to football players.
The campaign, created by Mob Sport, was undertaken under challenging Covid-19 restrictions when access to players is highly restricted and the team and club, like the rest of the UK, on a strict lockdown.
To avoid over familiarity with Zoom created content, this food challenge aimed to give the players the freedom to have a bit of fun in the comfort of their own really quite smart kitchens.
Mob Sport put together a full cooking kit with every possible cooking utensil needed for each player, under the direction of LFC chef and host Dave Lyons who also prepared duplicates of all of the ingredients needed.
These NH & LFC branded kits were fully sanitised and delivered securely to each players home ready for the live shoot and the English champion soccer stars competing in the cook off were Adrian, Fabinho and Minamino.
The m ultiple video streams were handled by Rabble post and the production team under the direction of Andy Saunders.
Outcome:
Since the film was released on the sponsor and club’s social channels on 31 August it has met with a positive social reaction from most fans and generated more than a million views within 48 hours of its release.
Comment:
This campaign follows on from the same brand’s June ‘Food Truck Journey – Joy Of Eating’ spot also leveraging its Liverpool partnership.
The latest work looks and feels fun and the lockdown creative and production challenges were genuine, but this isn’t a particularly original activation idea and it’s not the first football club/sponsor cooking show social series we’ve covered.
For example, Spurs and sponsor AIA’s ‘living healthier, longer lives’ activation programme is another Premier League club partnership that includes a rich seem of social cooking videos such as its 2019 ‘Wok Out’ series (see case study) is just one of several previous examples.
Links:
NH Food
https://www.youtube.com/channel/UCfjghN0X3ai9u3moMf8EshQ
https://www.facebook.com/nhsports.jp
https://twitter.com/NH_Sports_jp
https://www.instagram.com/nh_sports.jp/
Liverpool FC
https://www.facebook.com/LiverpoolFC
https://www.youtube.com/user/LiverpoolFC
https://www.instagram.com/liverpoolfc
Mob Sport
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