10 Dec 2018
Transforming story time
It’s been a busy couple of weeks supporting McDonald’s on the launch of the 2018 McDonald’s Grassroots Football Awards.
Run in association with the four UK Football Associations, the awards recognise the army of grassroots volunteers all over the UK and celebrates the impact they have amongst their local communities. The awards take place in England, Scotland, Wales and Northern Ireland and feature a range of categories including Coach of the Year, Club of the Year, Volunteer of the Year, Football Mum of the Year and Community Project of the Year.
Our consumer 'Play' team led on a number of activities in all four home nations to kick off the awards, delivering a multi-faceted campaign to drive cross-channel outputs, all whilst coordinating stakeholders, media, McDonald’s franchisees and football ambassadors.
Key events included securing a spot on Good Morning Britain’s sofa for ex England footballer Wayne Bridge including a live link to England player Laura Bassett at a training session in Glossop. Ryan Giggs surprised teenage footballers when he appeared as a substitute coach in Wales. In Glasgow, former Scotland and Celtic captain Stephen McManus and Scotland and Hibbs Ladies player Kirsty Smith visited a training session, and Coleen Rooney sat down with influencer Emily Norris to record a video discussing motherhood, football and what grassroots heroes mean to them.
It’s been a very successful launch, delivering over 130 pieces of coverage and driving hundreds of award nominations - with nominations for the Football Mum of the Year award already exceeding last year’s figures after just two weeks!
If you know of a deserving grassroots football club or volunteer, you can nominate them here: