David Seaman – Rolls for Goals – Award Winning

The Chartered Institute of PR (CIPR) Excellence Awards ceremony, is the most prestigious night in the public relations calendar that took place in London on the 8th June 2022.

MHP Mischief was the biggest winner on the night picking up three awards, including ‘Best Consumer Relations Campaign’ that involved David Seaman.

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. The needed to deliver not just likes, broadcast minutes and column inches, but app downloads and, crucially, purchases.

The 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, they 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, they 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.