Howdens Social


The Howdens Game Changer Programme is a fantastic initiative with Howdens and the FA to support grassroots football clubs with improved facilities that really benefit the community. Over three years they’ll be providing over 450 kitchens to clubs across the UK, so the local clubs and communities can have a hub where players and local people can get together, nurturing talent and keeping football alive in the heart of the community.

We were asked to create a recognisable and engaging social campaign using the two legends Jill Scott and Chris Kamara, both recruited by Howdens.


Howdens is the UK’s number one trade kitchen supplier. They contacted us to help tradespeople and communities firmly understand the grassroots programme and create a social campaign that engages and explains in a connected, spirited, and meaningful way. Our strategy was to create a visually recognisable campaign and work with the legends to create a series of unskippable, fun entertaining, and meaningful interactions and interviews in the true to the spirit of the sport!


We created a campaign toolkit of assets, including creating a highly visual new Howdens football strip kit and highly shareable online content including quizzes and explainer videos across Tik-Tok and YouTube in various formats and sizes. Our toolkit was designed to help the Howdens internal team engage with audiences and included a series of reactionary gifs from the legends to help share positive reactions on social.  The campaign also included radio ads and a bank of legend photography.


Engagement online was very successful with over 800k views on Tik-Tok alone in the first week of the campaign and the programme is still running. People’s comments and reactions are very positive towards the initiative and have undoubtedly helped brand consideration of Howdens.