21 July 2014

It’s coming home, it’s coming home, Moy Park’s coming home…

After a rather eventful World Cup that saw England crash out in the group stages, Luis Suarez biting off more than he could chew and of course the ‘wunderbar’ Deutschland being crowned champions – one thing really stood out from the perimeters of the pitch – Moy Park.

Moy Park announced its status as an Official World Cup™ sponsor back in February and we at Morrow Communications were there every step of the way to use this once-in-a-lifetime opportunity to raise the profile of the Moy Park brand amongst its customers, consumers and stakeholders and to engage its 12,000 staff in the sponsorship (it’s all in a day’s work really)…

We kicked the sponsorship off with a sustained media relations campaign which included the announcement of the sponsorship, the appointment of a World Cup co-ordinator, 'landmark' announcements as well as negotiating extensive broadcast coverage on BBC, UTV, RTE and Radio 5 Live.

We ran an on-pack competition on all Moy Park products giving away a trip to Brazil to watch a World Cup semi-final game and 2,014 exclusive Moy Park-branded World Cup footballs. The competitions received a record number of entries – nearly 34,000.

Moy Park has 12,000 staff across 16 sites (that works out at 1090 football teams, fact fans!) and an important part of our strategy was to engage staff in the sponsorship. Football fever took over at all 16 sites - with games being screened in the canteens, a ‘Flavour of Brazil’ menu being served and a 'Kickin’ Chicken Quiz' giving away hundreds of prizes to lucky staff. In addition, Teresa Robinson and husband Martin (who have both worked at Moy Park for 25 years) won a once-in-a-lifetime opportunity to go to Brazil to watch England vs. Costa Rica. As well as watching the match from a corporate box, Teresa and Martin were treated to a ‘walk on the pitch’ experience and cocktail making lessons in the home of the Caipirinha.

Always delivering a ‘team’ effort at Morrows, our trusty Events team were on hand to organise three World Cup parties for Moy Park customers and stakeholders in Paris, London and Belfast (we don’t do things by ‘halves’) which included samba bands, authentic Brazilian food and drink and soccer legends Sir Geoff Hurst and David Seaman.

Alas though, all good things must come to an end – with the closing of the World Cup we shall be saying goodbye to all things Brazilian, but with a multi-million pound expansion, 628 new jobs being announced and a whole host of activities in the pipeline - it looks like Moy Park will be top of the league for a while!

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