McDonalds partnered with The FA

Red Consultancy commissioned Shout! Communications to promote their client, McDonald’s, and the Grassroots Football Awards campaign. Former England footballer, Martin Keown, was the spokesperson for the campaign, having played at grassroots level as a child before going on to play professionally for several top division clubs.

The Project

The programme aims to promote small, local organisations that champion football at low levels, increasing interaction with the game and getting young people involved in their communities by honouring those who give up their spare time to support the lower football leagues.

What We Did
  • Story creation
  • Drafting of tailored press releases for radio and television broadcast
  • Liaised with Red Consultancy and updated them throughout the process
  • Secured extensive coverage across UK national TV and radio meeting and exceeding clients’ key targets

The main challenge with this campaign was that it was launching at a very similar time to when the World Cup build-up was taking place. There were several footballing stories already doing the rounds and it was hard to compete with a global tournament when plugging a locally oriented football campaign.


Thankfully, we had a household name spokesperson, Martin Keown, and the locally oriented story brought in great coverage. The story was covered on several major radio stations, such as BBC Radio 4’s Today Programme, and BBC Radio 5 Live Breakfast. In addition, the story got coverage on 4 national stations, including talkSPORT and Sky News Radio, 10 regional BBC’s and a further 7 commercial regional stations across the country, resulting in a combined reach of 21 million – and a very satisfied client.

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