Brief:

The brief was to drive cultural relevance and humour for Snickers through football talent and personalities fans genuinely connect with. We led with José Mourinho to anchor the campaign in iconic credibility, supported by supplementary content with football and pop culture figures.

To build further reach and relatability, we activated an influencer layer featuring creators like Angry Ginge and Cole Anderson, who brought everyday humour and viral energy — helping Snickers feel like part of the football conversation, not just a spectator.

 

Idea:

For the Snickers campaign, the central idea was to partner with the world-renowned football manager José Mourinho to create a culturally resonant, standout moment for the brand. His sharp wit and iconic status made him the perfect face to drive the main campaign message, tapping into Snickers’ signature humour and ‘you’re not you when you’re hungry’ energy. Alongside José, we developed a suite of supplementary content featuring other notable figures across football and pop culture, further cementing the campaign’s relevance and reach. Recently, we’ve also been building out the influencer layer with authentic and hilarious content from creators like Angry Ginge and Cole Anderson, who have both brought fresh, high-engagement energy to the brand across TikTok and Instagram

 

Results:

The campaign saw strong engagement across both hero posts on Snickers UK social page, with a combined total of over 150,000 likes — a clear signal of how well the content resonated with fans. Several of the video collaborations, including those featuring larger influencers, also racked up millions of views, helping the campaign break out of branded spaces and land organically in the feeds of football lovers and casual scrollers alike.

 

Role:

Creative & Social Strategy 

 

Links:

Instagram