Red was tasked to deliver the McDonald’s Player Escort programme, an exclusive FIFA World Cup™ property to provide youngsters with a once in a lifetime opportunity of walking out hand in hand with their heroes.

Briefed with driving awareness of McDonald’s position as an official FIFA World Cup partner, red developed the media strategy for both England and Brazil group matches. The Sun became the official media partner and ran controlled messaging promotions which included a back page launch flash and regional media partnerships were brokered for Brazil’s opening rounds. Sir Geoff Hurst MBE, McDonald’s Director of Football conducted a regional media tour to meet the winners.

Over 1,400 pieces of coverage was achieved with a total reach of over 105 million. Coverage highlights include BBC Breakfast News, The Sun (DPS) and the Chris Moyles Breakfast Show.