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By Amy Houston | Senior Reporter

July 28, 2022 | 3 min read

A hundred and one years ago women’s football was banned in the UK, but fast-forward to the present day and the sport is going from strength to strength. Playing on that date, Just Eat has announced the ‘101’ initiative to encourage girls and women across the country to keep playing long after Euro 2022 ends.

With the Euros taking place on home soil and attracting record-breaking attendances, the food delivery service wanted to help more girls and women get involved in the beautiful game. The campaign, by creative agency Dark Horses, launched with a short film directed by duo Pip & Lib at Untold Studios.

It features England and Arsenal midfielder Jordan Nobbs. Throughout the 30-second spot, viewers see the game being played at grassroots level and six of the 101 women’s teams kitted out in the new Just Eat strip.

“While the success of the Lionesses will no doubt inspire thousands of girls and women, more support is needed to help aspiring players thrive,” added Matt Bushby, marketing director at Just Eat UK. “Grassroots is the undisputed foundation of football in the UK and our hope is that the Just Eat 101 initiative makes this foundation stronger.”

The project will be further amplified with a content partnership between Sportbible and sister site Tyla, a social strategy delivered by Byte, PR by Mischief and Just Eat’s newly-launched ‘Hot Takes’ podcast.

“Inspiration and opportunity are two of the biggest contributing factors in the future of any sport, so being able to do both in one campaign is always an exciting opportunity,” noted Steve Howell, executive creative director at Dark Horses.

“And with the England team doing so well at the moment, hopefully the Hot Takes podcast and 101 initiative will be able to build off their success and enable even more young fans to get involved in the beautiful game.”

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