The last week of December saw Liverpool FC and sponsor NH Foods team up with Michelin starred chef Marcus Wareing to roll out the second round of its ‘Cooking With Champions’ social video series.
Following the social media success of the previous ‘Cooking with Champions’ campaign in August 2020,
the club and sponsor revisited the idea for a second ‘cook off’ this time with first team stars Xherdan Shaqiri and Nico Williams.
The activation was developed with Mob Sport who put together a recipe and cooking kit (which included every possible cooking utensil a player might need) under Wareing’s direction and delivered the package to the competing soccer stars.
The NH and LFC co-branded kits were fully sanitised and delivered securely to each players home ready for the ‘as live’ one-hour shoot.
The new activation was shot during the November UK lockdown and saw the players join a zoom call with a Covid-secure crew in the kitchens of the Berkeley Hotel in Knightsbridge – the home of Wareing’s Michelin starred restaurant ‘Marcus’.
The resulting multiple video streams were handled by Rabble Post and the campaign content was directed by Andy Saunders.
Comment:
This campaign follows on from ‘Round One’ which debuted during the summer (see case study), but it was actually back in the Spring of 2019 that Japanese based NH Foods signed an official partnership agreement with Liverpool FC with the objective of enriching local communities through ‘Food and Sports’ by expanding Liverpool FC’s social contribution activities around the world with a focus in South East Asia.
While through the three-year partnership, NH Foods is also supporting North Liverpool Foodbank through the club’s Red Neighbours programme and os making donations of food as well as financial contributions during the sponsorship.
The tie-up sees the food manufacturer benefit from the club’s reach through digital marketing and social media channels, as well as other promotional activity involving first-team players and LFC legends.
The partnership was also activated in summer 2020 with a ‘Nipponham x Liverpool FC’ food truck journey style spot
Links:
Liverpool FC
NH Foods
Mob Sports
https://mobfilm.com/mob-sport/
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