McDonald’s: Grassroots Football & Mum of The Year Award

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Client Challenge:

Global brand, McDonald’s have been working on promoting the positive effects that growing football at grass roots level can have on the future potential of the children involved.
To that end, 4mediarelations constructed and completed two separate radio days to announce both the final, shortlisted nominees for their ‘Football Mum of The Year’ Award and, subsequently, their ‘Grassroots Football Awards’.

The Campaign

The two seperate campaigns were anchored by their ability to call on some of football’s legends of both the past and the present.

Firstly, England women’s national team and Arsenal player, Casey Stoney was in the studio to open nominations for the second annual ‘Football Mum of The Year’ Awards. Having just won the FA Cup herself, who better to start the search for Britain’s best football mum?

A few weeks later, 1966 World Cup winner and West Ham legend, Sir Geoff Hurst fronted the charge for the ‘Grassroots Football Awards’, announcing the six final shortlist members from a national list of thousands.

McDonald’s key messages were front- and centre due to being able to utilise two huge names of modern and by-gone footballing eras.


4mediarelation’s media team utilised their already strong base of sports and lifestyle contacts to ensure Sir Geoff and Casey were available for the most prominent and pertinent coverage possible.

Across the two interview sessions Casey and Sir Geoff spoke to the likes of Sky News Radio, talkSPORT, talkRADIO, BBC Radio Ulster, BBC Radio London and a wealth of regional BBC Radio stations.


Coverage Included

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