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Aiken PR

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McDonald’s Grassroots Football

McDonald’s approached Aiken with a request to help lead a visual campaign to drive its kit scheme campaign which enables Northern Ireland grassroots football clubs to order a free Adidas kit each season.

Strategy and Tactics

Brand new branded adidas kits gave us a great opportunity to demonstrate McDonald’s commitment to grassroots football. However we also wanted to ensure that our campaign extended beyond Windsor Park and captured the imagination of grassroots clubs and consumers across Northern Ireland.

Our strategy was to develop a collection of visually stunning images of the McDonald’s kits being modelled across Northern Ireland.

Activity and Outputs

Aiken planned and implemented a series of iconic photographs that promoted McDonald’s new kit scheme. The pictures were taken within a two–day window with Aiken driving the delivery of the photographs in Belfast, Mourne and North Coast locations.


The kit scheme launch was part of our extensive visual and communications activity to support McDonald’s football across Northern Ireland which generated massive online engagement.