The answer is simple; create a great, smart PR stunt. Paddy Power have done very well recently, but this time its the turn of a brand you would not immediately associate with football at all…
Restaurant chain Pizza Express have come up with a superbly innovative stunt, which fully capitalises on the opportunity of being associated with the fever of Brazilian World Cup, without having an associated brand (i.e. sports gear). And in my humble opinion they have done so in a far more impactful way than certain other FMCG brands – some of whom simply slap on yellow, blue and green colours and the words Brazil or samba in a dire and lazy attempt to boost sales.
Pizza Express PR stunt World Cup England 1966
Two food artists (Pam Staite and Serena Reeve) have teamed up with Pizza Express to create some of the most memorable and iconic moments from World Cup history, including Maradona’s infamous ‘Hand of God’ goal (booooo) against England in 1986 to Zinedine (Don’t-mention-his-Mum) Zidane’s headbutt on Marco Materazzi in the 2006 final.
Other examples include Gazza crying into his shirt after England went out of the 1990 World Cup, and England’s heroes carrying Booby Moore with the Jules Rimmet in 1966.
Gazza crying after World Cup 1990 England Pizza Express PR Stunt
It took the two artists 20 hours to make the edible art, each one using ingredients from Pizza Express’ menu, including garlic to represent Gazza’s tears, and 50 pieces of pepperoni for the crowd behind Maradona as he scores his ‘Hand of God’ goal.
Great work and hats off to the PR team, who I would love to credit – if anyone knows who they are please get in touch.
[NB – very well done to @Gemma_Shaw for this!]
Back to the Footy.
PS – Sorry to the girlfriend for being incommunicado for the past week. Only three to go x