Sun-Pat: Sun-Pat Sessions

The Brief

Sun-Pat challenged us to re-energise its connection with a younger demographic and cut through a highly competitive peanut butter market. The objective was to position the brand as the ultimate go-to fuel for everyday play. Our goal was to significantly increase awareness and engagement among 13–24-year-olds in the UK by establishing a meaningful, culturally relevant brand presence that resonated with their passions.

Campaign Execution

We managed Sun-Pat’s first foray into the football space, handling everything from initial negotiations and messaging to creative ideation and cross-channel execution. Capitalising on the natural “fueling” properties of peanut butter and the target audience's deep passion for the sport, we engineered an end-to-end campaign seamlessly integrating retail, grassroots football, and social culture.

At the core of the activation was a strategic partnership with Powerleague, the UK’s leading 5-a-side football provider. We launched 'Sun-Pat Sessions', an initiative giving away thousands of hours of free pitch time to consumers who purchased a promotional jar and scanned the lid's QR code. This mechanic successfully forged a direct link between in-store purchases and rewarding, real-world physical activity. To amplify the campaign, we collaborated with Fulham star Alex Iwobi and the UK’s fastest-growing Gen Z football community, Rising Ballers. Together, we produced highly compelling, authentic social content that resonated strongly with young fans and actively drove traffic to participating retailers.

Results 

The campaign successfully demonstrated how Sun-Pat could authentically embed itself into the passions of younger audiences through a culturally credible, fully integrated approach. The dynamic social content generated over 6.5 million views, driving massive awareness and brand engagement among the 13–24 demographic.

By giving away more than 2,000 hours of free pitch time, we effectively transformed a simple product purchase into a lived, high-value brand experience. Ultimately, the activation established Sun-Pat’s first scalable platform within football, driving genuine brand relevance and setting a proven blueprint for future youth engagement campaigns.