A brave collaboration between Gen Z football media brand Rising Ballers and Powerleague, the UK’s leading provider of small-sided football pitches, featuring Fulham and Nigeria midfielder Alex Iwobi. A fresh new look and feel for a legendary brand looking to make its mark with a new audience.
The campaign saw co-branded Sun-Pat and Powerleague peanut butter jars made available across supermarket shelves across the UK and Ireland with the incentive of free pitch time to grab their attention in busy retail shelves.
Fueling friendships through football.
Challenge
Sun‑Pat, an iconic peanut butter brand since 1946, had strong heritage in grocery aisles but lacked relevance among Gen Z. To grow volume, the brand needed to grab attention by connecting to active lifestyles and be the 'fuel' in young peoples lives.
Opportunity
Football isn’t just a game - it’s where friendships are forged. Partnering with Powerleague (the UK's largest 5-a-side provider) engaged the core 'Footie Feasters' audience: teenage boys and young men who prioritise protein-rich snacks to fuel their hobby. With 1.4 million co‑branded Sun‑Pat jars featuring QR codes hitting store shelves, the campaign created a path from product to pitch.
Insight
These players aren’t just grabbing a snack, they’re fuelling their what they love doing. Scanning a QR to win free pitch time resonated deeply: it wasn’t just peanut butter, it was about more moments playing ball with your mates. Featuring football talent Alex Iwobi admits himself to still playing 5-aside with friends.
Solution
Sun-pat Sessions is a full-funnel campaign giving away 2,365 hours of free pitch time. Amplified by Rising Ballers, the campaign blended physical activation with culturally relevant social content, putting Sun-Pat at the heart of football and friendship.