Rolls for Goals
Just Eat was one of six official partners of the 2020 UEFA European Championships and they needed a summer time activation plan that would cut through in a crowded field of hundreds of brands jostling for attention. We needed to deliver not just likes, broadcast minutes and column inches, but app downloads and, crucially, purchases.
With Covid restrictions still acting as a constraint on what they could do, we needed to think bigger than PR to meet the brief.
Our Mischief team created ROLLS FOR GOALS, a campaign that tied-in with JustEat’s exclusive partnership with Greggs and created a new commercial mechanic.
For every home nations goal scored in the Euros, we gave away a free sausage roll from Greggs, courtesy of JustEat. It was sampling on a nationwide scale and worked on the basis that once you’ve had the JustEat x Greggs experience, there’s no going back.
After a long, grey lockdown, we knew the launch needed to be unselfconsciously joyful and we enlisted the help of sausage roll connoisseur and ex-England keeper David Seaman who took a giant, orange Rolls-wagon to London and Manchester to see if England fans could prove themselves worthy of a roll by scoring a penalty against him.
Even if you didn’t like football, you were included in this idea. If you can’t get hyped about goals, you can celebrate rolls!
From the name, to a giant sausage roll atop a camper van – this was an idea designed to make you smile. Rolls, goals and lols.
There’s a camper van with a giant sausage roll on its roof, free sausage rolls and England’s best ever keeper in the driving seat…what part of that was expected?!
The campaign flew with both press and public as we delivered some added joy to every goal scored and blew our metrics out of the water. Highlights included:
- 63 pieces of coverage with a combined reach of 297m+
- 15 national hits
- 87% of coverage included call to action with 176.8k rolls given out
- 21% average order uplift on offer days
- Greggs reported its busiest-ever Monday outside of a public holiday