Sainsbury’s World Cup OOH Turns Matchday Snacks into Football Chants

Sainsbury’s has just launched a tactical OOH campaign to coincide with England’s first match at the FIFA World Cup.

Created by London-based agency, New Commercial Arts, the supermarket has playfully turned match-day snacks and drinks into the iconic ‘Olé’ football chant, tapping into the reality that the timezones mean more fans than ever will be watching from home.

“With the time difference keeping many of us at home for the matches this year, we wanted to make sure the tournament still felt like a true celebration while putting Sainsbury’s products smack bang in the middle,” said Emma Bisley, head of brand comms at Sainsbury’s. “Good food and good sport go hand in hand, this campaign perfectly captures that and the energy of a World Cup summer.”

​The campaign features three striking, minimalist executions that transform sharing food and drink into a sing-along chant: ‘Sausage rolé, olé, olé, olé’, ‘Guacamolé, olé, olé, olé’, and ‘Rosé olé, olé, olé’, with posters emblazoned with the strategic sign-off, ‘For all the fan favourites’.

“With the later kick offs in this World Cup, it seemed a good opportunity to remind fans to pick up something delicious for the game,” said Dan Bailey and Brad Woolf, creative directors at New Commercial Arts. “That way, they’ll have something to sing about regardless of what happens on the pitch.”

The work builds on Sainsbury’s overarching brand promise, ‘Good food for all of us’ and launches today as the nation gears up for tonight’s match against Croatia.