Front gets fans 'match fit' with Costcutter World Cup campaign

Simon Austin's picture
by Simon Austin

Sheffield based creative agency Front is delivering the creative strategy, design and copy for Costcutter Supermarkets Group’s World Cup social media activity.

The campaign, which includes paid advertising across Facebook and Instagram, centres on the hashtag #matchfit.

The core message is helping shoppers prepare the perfect meal for a particular match by pairing food types and recipes. The aim is to ensure meals, snacks and drinks are a ‘fit for the match’.

Lucy Redmond, senior account manager at Front, said: “The World Cup is the single biggest sporting event of the year so Costcutter Supermarkets Group needs a voice in all the noise.

“However, we want to create a meaningful connection between the event and what CSG provides its shoppers otherwise there’s little value. We think #matchfit does that and it reflects CSG’s branding concepts.”

Jennifer Steel, brand manager at Costcutter Supermarkets Group, added: “The World Cup will be a key trading period for our retailers, and we know that social media is going to an intrinsic part of our approach to maximising it. We are excited to see #matchfit roll out and it will, I’m sure, drive traffic to the website, help to drive footfall to stores, and increase both our visibility and engagement.”

Front is also incorporating the World Cup activity into Costcutter Supermarkets Group’s ongoing ‘Bringing Summer Home’ identity.

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