McCain - BREW CITY

’THE SOCIAL’ SERIES

When McCain Foods launched Brew City — a range for people who put more effort into their big nights in, the sporting calendar offered the perfect opportunity.

With 87% of fans choosing to watch sport at home, Brew City had a natural role in helping people ‘Raise Their Game’, to help them put in a winning hosting performance .

Partnering with SPORTbible, a sports show was created with a twist. While others analysed tactics and outstanding performances, our show focused on the players, coaches and teams that weren’t performing — the ones who needed to raise their game.

The result was ‘The Social’: a social‑first weekly sports magazine show hosted by JaackMaate, featuring sporting legends including Micah Richards, Eddie Hearn, Jade Jones and James Haskell. Audience comments set the agenda, guests debated the biggest stories, and each episode ended with a motivational message for someone who had dropped the ball that week in the sporting world.

The impact:

• Brand awareness up 11%

• 41M impressions (+22% vs target)

• 6.2M video views (+27% vs target)

• 459K+ engagements

The success led to a second season — The European Social — for the Euros, featuring an appearance from football icon Paul Gascoigne and reaching more than 12 million people.