Carlsberg: The Kings Speech

The ‘King of Football’, Sky Sports’ Jeff Stelling, will address the football nation on Boxing Day, in a ‘King’s Speech’ that reviews the season so far, as part of The Marketing Store’s Mid Season’s Greetings festive campaign for Carlsberg UK set to reach 1.6 billion consumers. Stelling, who is also the face of the Carlsberg Fan Squad, will present his speech on the Festive Football Calendar hosted at www.CarlsbergFanSquad.co.uk/Christmas on December 26th ahead of the day’s matches. A teaser of the speech by Copa90 Football Channel, launched this week, available to view on the website. The Marketing Store created the King’s Speech content idea as the pinnacle of the Carlsberg’s Mid-Season’s Greetings campaign. The agency came up with the concept and was responsible for script-writing, production and developing the seeding strategy. The Marketing Store’s campaign is based on insight around the psyche of football fans on Boxing Day. For them, Christmas is the real business end of the footballing calendar; when the games come thick and fast; when those summer signings get found out; when early league leaders start to slip; and when the true challengers start to show themselves. Not everyone spends their Boxing Day recovering from the festivities and the turkey excesseses of the day before. Over one million football fans are up as early as 6am, ready to put in a shift supporting their team; traversing the country; battling against the winter elements.