Snickers ‘Full Fan’

In the Summer of 2022, The&Partnership worked with Snickers (a partner of the England teams), to create a new campaign aimed at driving genuine support for England’s Lionesses.

The campaign called on the British public to go ‘full fan’ – relaying the message that you’re only half-supporting England if you only support the men’s team. You’re only a full England fan when you support the Lionesses too.

Encouraging fans to change what they do, not just what they say, the campaign drives support for the women’s game, as well as the men’s – during a bumper summer of football.

The campaign played out across a variety of assets and media, getting England fans talking by busting the biggest myths surrounding women’s football, satisfying fans’ hunger for quality football content and even taking over stadiums – all with the aim of increasing support both on and off the football pitch.

A myth-busting series of GIFs across Twitter and Instagram challenges England fans to confront their automatic gender bias, while an England men’s friendly takeover (via posters, ad-vans and regional OOH) makes fans question what it means to really be a full England fan, with a 20” core film showing the funny side of converting from a half-fandom to full England fan.