FIFA World Cup

Flooding Feeds with A Kickin’ Food and Beverage Program

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THE CHALLENGE

The World Cup’s massive crowds create problems when thousands head to their stadiums at the same time, just before kickoff. To encourage match-goers to arrive early, organizers transformed this year’s food and beverage program into a culinary experience, offering unique dishes inspired by local favorites at each stadium.   But, with fans more focused on the field than the food, how do you convince them to get there early?

SPEAK THEIR LANGUAGE

We developed the “Arrive Early” campaign, and put it straight into the hands of people, teaming up with 38 influencers across 13 host cities to spread our tasty word.

Through 10 match visits and 12 media days, we filled feeds with signature dishes and the local stories behind them. National names brought the reach, regional creators brought the hometown flavor, and every taste gave fans another reason to beat the crowds.

VOICES THEY KNOW AND LOVE

To broaden the campaign’s reach, we developed tailored celebrity activations, sending Chad Ochocinco and Tim Howard to matches. They surprised fans with merch, food and more, while creating culturally relevant content that built hype around the culinary offerings and reminded fans to arrive early.

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RESULTS

Our partner influencers’ 224 posts found the back of the net and over 48 million impressions along the way, spreading local flavor and tournament hype to millions of viewers. Most importantly, fans got there early, and countless specialty dishes got eaten.