MAJOR LEAGUE BITES
BRIEF
GET Next gen sports fans
TO See and engage with MLB and World Series at Major League Bites
BY Positioning MLB Europe as the most culturally relevant US sports brand in town – focusing on food as a key cultural hook to excite and entice NGF’s, introducing them to the World Series
🥉 BRONZE - Sports Business Awards 2022: Best Brand Activation Involving Sport here
The idea: Major League Bitges
Forget K.F.C. This World Series week we’re doing things different and hanging out at M.L.B, the London spot where the food is as good as the on-field action.
The Execution
We concepted an IRL experiential partnership between Major League Baseball and Patty & Bun Soho to create 'Major League Bites' - London's best place to catch bitesize world series highlights, snack on ballpark-inspired food and test out baseball-themed experiences. The IRL experience was coupled with exclusive meal kits that people could order to their home to bring the taste of the field to their own kitchen and a suite of social content to maintain hype and engagement online for the month-long campaign takeover.
We bookended the campaign with launch and closing parties attended by some of London's most engaged sports and culture content creators to get a taste of the ballpark in P&B's Soho store. We had DJ sets from Foundation FM, cap customisation station, ballpark filter photobooth and a performance from rising star, Gracie.
On the content side, we linked up with MLB Europe's favourite foodie, What Willy Cooks and grime artist & chef, Big Zuu to launch the activation with a cook-along social video that gave fans an insight into baseball-culture food.
What I did/skills enlisted:
Concept ideation, scriptwriting & talent direction, storyboarding, partner selection, menu copywriting
ASMR Tease
We created mouth-watering tease video that stimulated the senses, taking inspiration from current ASMR trends to promote the World Series Wonder Burger that was available at Major League Bites at Patty & Bun for the week.
We enhanced the sizzling of the meat juices, the bubbling of the melting cheese, and the bang of the knife on the chopping board... if you're not hungry after watching this, maybe you had it on mute!
Cook-along with What Willy Cooks x Big Zuu
We created a YouTube video that showed people how to make ballpark-inspired bites at home with fodies from the culture.
SECRET SERVER
For one lunch service, our restaurant will became the real-life set for our hidden camera-style SecretServer. We enlisted the entrepreneurial Chabuddy G to bring some humour to an MLBites lunchtime rush, surprising unsuspecting customers and spreading his love for the game before he 'breaks America'.
A tongue-in-cheek comedy skit made especially for social.
Wrap video
Here's a look at the campaign as a whole and a sneak peek into the campaign closing party!