It might not seem like it right now, the sky is grey, it’s been the wettest start to the year (ever?) and everyone is a bit miserable, but that Summer of Sport we’ve been talking about for a while is finally upon us. The UEFA European Championships will be kicking off in Germany on 14th June, where home nation Scotland will take on the hosts in the opening game.

There are yet again high hopes for England, can the men’s team emulate the successes of the Lionesses and lift the trophy come 14th July? Can we overcome the heartbreak of losing out on penalties in the finals of Euro 2020 (technically ‘21)? We’d like to think so.

But it’s not just the football we’re looking forward to, we’re looking forward to the brand campaigns that come off the back of it, whether an official partner of UEFA or just partial to a little ambush marketing, it’s always a highlight to see brands flex their creative prowess in order to gain attention and be a part of what will be one of the biggest talking points in the world.

Budget supermarket and favourite of many, Lidl, has used their official partnership with UEFA in the most wholesome of ways, launching a competition in which parents can sign-up (clever data capture, we see you ;)) for a chance for their children to be official mascots at the tournament, giving a once-in-a-lifetime opportunity to be a part of Euro 2024, nice.

Adidas meanwhile has relied heavily on star power, using its athletes and ambassadors, new and old, in an epic piece of content set out to continue its ambition to disarm negative pressure. The fast paced video narrated by David Beckham, stars England and German golden boys, Jude Bellingham and Florian Wirtz showcasing their raw ability to the backdrop of Queen Ft David Bowie Under pressure – it’s definitely worth a watch if you wanted to get amped up for the tournament!

Many more campaigns, official or not, will be launching over the next few weeks so keep an eye out and share your thoughts on who will win Euro 2024 in the brand world.

This Month at Mischief

Nigella And Ocado Look To Crown Britain’s Next ‘Queen Bee’

Beekeepers around the UK are buzzing with excitement as Nigella and Ocado join forces yet again, but this time to crown Britain’s next ‘honey hero.’  Launching on World Bee Day (see what we did there?),  in collaboration with the British Beekeepers Association, the competition looks to celebrate the nation’s dedicated small-scale and hobbyist honey makers.

The winning entry will take home a tidy £2,000 prize to top-up their honey making hobby AND the opportunity to be listed on the Ocado website, right next to British honey producers like Black Bee Honey and Scottish Bee Company.

Securing national coverage on launch day with a front and double page feature in The Times, the buzz didn’t stop there… coverage made like the proverbial honey on toast and spread to the Metro, Daily Star, Daily Express, The Herald, and much more leading to over 40 entries already.

Know any keen beekeepers? To take part, visit http://www.ocado.com/honeyheroes for the chance to get listed on the nation’s leading online supermarket.

Read more about Nigella’s search for a queen bee here.

Mischief in The News

In other news, congratulations are in order for our Associate Director Vishal Rana who has been shortlisted in the Consumer Pro of the Year category at The Pros Awards 2024. The Pros Awards take place on 20th July and are the only industry awards to be judged by a panel of Black, Asian, Mixed Race and Ethnic Minority. Fingers crossed for the win!