To mark the start of the grassroots football season, we were asked by The FA to create a short film to capture the spirit of the game and resonate not only with players but coaches, volunteers, groundskeepers and everyone in between. The aim was to deliver a story that celebrated the return of the football season while extending beyond England Football’s owned channels.
As grassroots players ourselves, this was a dream brief for us. We knew we needed to create relatable ‘characters’ that would resonate with viewers so we developed a narrative built around four types of people involved in grassroots football. They spent their weeks going about their everyday lives, dreaming of their weekend fixtures. The stories were designed to reflect the passion and anticipation shared across the grassroots community, creating a connection that felt both authentic and universal.
To broaden the content’s reach, we collaborated with creator and Hashtag United player PK Humble and England international Jordan Nobbs who made cameo appearances. Their involvement not only enhanced the relatability of the content but also helped engage audiences beyond England Football’s core following. Jordan’s profile further supported the campaign by securing a series of quality media hits that increased visibility and reinforced the campaign’s message.
The campaign delivered staggering results across both social and media. The hero film achieved more than 161,000 views, across both account followers and non-followers. This was an impressive 2268% higher than the page’s average and amongst followers, 146% higher than average reels shared. By combining authentic storytelling with creative collaborations and targeted media activity, MatchFit helped celebrate the start of the grassroots season in a way that felt fresh, relatable and inspiring.
The campaign not only amplified the excitement of grassroots football returning but also reinforced the core impact the community has at heart of the game.
