Nerds: NFL London
How do you take a candy loved in the US and make it a UK game-day essential?
For Nerds Candy, the answer was simple: bring the energy of the NFL to London, turn game-day traditions on their head, and make sure everyone leaves with something sweet.
The Challenge:
Nerds Candy set out to raise brand awareness, deepen consumer engagement, and strengthen its foothold in the UK by tapping into its official partnership with the NFL. The objective was to align the brand with the excitement of American football and become a go-to treat for game-day celebrations.
Approach/Execution
We brought this ambition to life through a multi-faceted campaign combining earned media, live activations, influencer outreach, and data-led storytelling:
Experiential Activation: We hosted a Nerds sampling station at the official NFL watch party at Samsung KX, marking the UK debut of the Gummy Monster mascot. Influencer guests were treated to free Gummy Clusters, creating buzz and shareable moments.
Insight-Driven PR: A national survey uncovered that 56% of Brits have game-day superstitions, and 47% believe their rituals affect outcomes. These insights were strategically pitched to media to highlight how Nerds Candy adds playful energy to game-day traditions.
Iconic Outdoor Presence: We orchestrated a high-visibility Piccadilly Lights takeover featuring the Gummy Monster. To amplify the moment, a social media competition invited fans to post selfies with the mascot using #NERDSCandyGummyMonster for a chance to win NFL London tickets, Nerds Candy, and NFL merch.
Influencer Marketing: Targeted organic and paid influencer campaigns were executed using co-branded mailers packed with Nerds Gummy Clusters, NFL-themed snacks, game-day gear, and branded merchandise – positioning Nerds as the ultimate Super Bowl snack.
Through bold storytelling, culturally relevant activations, and smart media amplification, we successfully elevated Nerds Candy as a vibrant part of the UK’s NFL experience.
The campaign strengthened brand affinity, significantly expanded social media reach, and firmly established Nerds as a playful presence in the game-day ritual space.
17
pieces of editorial coverage
33
pieces of social coverage across Instagram
1.5m+
total social reach on earned content
231+
total added reach of social and traditional media coverage
CLIENT
Nerds
CAPABILITY
AGENCY
MSL Find out more
MSL
We’re a connected communications agency helping clients 'Build Belief' in a values-based world, built around a philosophy of DO | FEEL | THINK. We want clients to show their values to the world through the acts they create digitally and in real life, helping to generate greater emotional connection with their products and brands. We create stories, content and experiences that positively influence the way corporate stakeholders, employees, and consumers think and behave.