We identified Soccer AM, the UK’s leading television football fanzine as the perfect Saturday morning fit, and secured a season long broadcast sponsorship. We created ‘SWAMP SOCCER ’ idents that brought the THICKER, SLOWER, BETTER appeal of FRijj to life with a fun twist, and drove deeper engagement via Soccer AM’s online properties and through competitions......we linked these to on-pack and delivered the first use of augmented reality by an FMCG brand in the UK, by creating the FRijj Soccerettes. We extended our theme with headline sponsorship of this summer’s SWAMP SOCCER WORLD CUP. On-pack prize winners get to attend the event and meet the real life FRijj Soccerettes...

...and finally we integrated all SWAMP SOCCER assets through a targeted range of digital channels (online, mobile, and Pro Evolution Soccer) to amplify our idea and create buzz.

During the current campaign period key brand scores have improved significantly • ‘A lot more likely to consume’ rose by 29%• 62% remembered the SWAMP SOCCER idents versus a 50% industry average• 78% of 18-29 year-old men enjoyed the idents versus an average of 28%• 61% talked about them with friends versus an average of 28%• FRijj now has 5,000 fans on Facebook...• ...and the FRijj Soccerrettes have attracted 1,000 fans• Yes & the Surprising Result is a sales uplift of 30% year-on-year