Heck Sausages 2018 Bedale AFC Kit

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The Client

Heck Foods are an independent family owned sausage producer based in North Yorkshire. Whilst not the smallest firm in the world, they operate in a tough sector, and are not in a position to push above the line campaigns across the country. 

The Brief

Hearts and Minds were engaged to create a new 2018 kit for Bedale AFC, a team Heck Foods sponsors. Any proceeds raised from the sale of Bedale AFC merchandise is sent to Prostate Cancer UK, so the more sales the kit makes, the more is generated for charity. The kit had to be distinct, create traction, and ideally generate some PR coverage. 

 
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The process

Hearts and Minds used a creative team to come up with various ideas to make the existing Bedale AFC kit even more eye catching and distinctive. It was internally agreed that the best way to build on the existing version was to go even more garish and shocking, but to capitalise on the current 'kit equity', we would continue along a sausage theme. Whilst the players were not initially too keen on the adapted stripe, the idea was given the green light and the kits printed. 

The results

Within a day of printing the kits gained noteriety across a number of media channels. The first of these were BBC Look North (as seen below). Soon this spread to the national press through The Sun and The Daily Mail, and then on to a number of other outlets including various football fan sites, VICE news, and The Irish News. The shirts have continued their growth and are now on sites and social media across the world. 

Links to Coverage

Below are a selection of links to press coverage gained through this campaign: 

VICE: https://munchies.vice.com/en_us/article/7xq4eq/uk-soccer-clubs-new-uniforms-make-them-look-like-giant-wieners

Eater: https://www.eater.com/2018/7/27/17617380/martha-stewart-seth-meyers-video-late-night-desserts

The Takeout: https://thetakeout.com/british-soccer-clubs-hot-dog-uniforms-are-frankly-adora-1827892644?utm_source=Twitter&utm_content=Supper&utm_campaign=SF&utm_medium=SocialMarketing

Eurosport roundup: https://www.eurosport.co.uk/football/premier-league/2016-2017/the-warm-up-martial-leaves-united-s-pre-season-tour-for-a-bit_sto6862706/story.shtml

https://www.news.com.au/sport/football/amateur-football-teams-new-kit-is-all-kinds-of-strange/news-story/6d7fe99bc07a2625fba08e96a91de994

SkySports Italy: https://sport.sky.it/calcio-estero/2018/07/25/bedale-maglie-salsicce-ketchup-senape.html

Yahoo uk: https://uk.sports.yahoo.com/news/wurst-kit-ever-non-league-side-show-off-hotdog-style-shirt-shorts-135551489.html

Austria: http://www.heute.at/sport/fussball/story/Kurios--Englisches-Team-spielt-in-Wurst-Trikots-46545791

Indonesia: https://www.suara.com/bola/2018/07/27/210000/kocak-jersey-tim-asal-inggris-ini-terinspirasi-dari-sosis

Germany: https://www.mz-web.de/sport/fussball/wurst-trikot-sorgt-fuer-aufsehen-diese-fussballer-laufen-als-hotdogs-auf-31018954

Germany 2: https://www.watson.de/sport/fu%C3%9Fball/931082527-hot-dogs-auf-zwei-beinen-dieses-fu-ball-trickot-schlaegt-alles

Hong Kong: https://www.instagram.com/p/Blr09syBgkw/?taken-by=menclub

Argentina: https://www.ole.com.ar/fuera-de-juego/club-ingles-camiseta-pancho_0_2057794295.html

Peru: https://elcomercio.pe/deporte-total/futbol-mundial/facebook-camiseta-extravagante-equipo-ingles-causa-risa-noticia-539730

Spain: https://www.libertaddigital.com/deportes/futbol/2018-07-25/la-peculiar-camiseta-del-bedale-ingles-un-perrito-caliente-con-ketchup-y-mostaza-1276622528/

Ireland: https://www.irishexaminer.com/breakingnews/sport/soccer/this-team-hope-their-hot-dog-inspired-football-kit-will-be-the-wurst-in-europe-857704.html

Belgium: http://soirmag.lesoir.be/169965/article/2018-07-26/un-maillot-hot-dogs-pour-une-equipe-anglaise-de-football-amateur

http://www.lalibre.be/sports/football/voici-pourquoi-cette-equipe-de-foot-ressemble-etrangement-a-une-dizaine-de-hot-dogs-sur-pattes-5b597f2455326925484da7b3

Sina HK (big company I think): https://sina.com.hk/news/article/20180727/0/1/1/%E5%92%A9%E8%A8%AD%E8%A8%88-%E8%8B%B1%E6%A5%AD%E9%A4%98%E7%90%83%E9%9A%8A%E6%96%B0%E6%B3%A2%E8%A1%AB-%E6%88%90%E6%A2%9D%E7%86%B1%E7%8B%97%E8%91%97%E4%B8%8A%E8%BA%AB-9074382.html

https://www.pkfoot.com/championnats/angleterre/maillot-bedale-afc

 

Social:

Yahoo Sport (1.5 million: https://www.facebook.com/YahooSportUK/posts/2015230575178013

Sun football Facebook: (3.3million): https://www.facebook.com/TheSunFootball/posts/1974559689231134

The Sun Dreamteam (3.1 Million): https://www.facebook.com/dreamteamfc/photos/a.233020900050175.62871.211807202171545/2042503085768605/?type=3&theater

One Stop Community Indonesia (1.5m fans): https://www.facebook.com/onestopcommunity/posts/10156498755288149

FanLeague: (150k) https://www.facebook.com/fanleague/photos/a.1299293726826782.1073741828.1123874484368708/1909905062432309/?type=3&theater