Lucozade: The Tradies Food & Drink Lucozade United Kingdom
THE BRIEF
Tradies have physically demanding jobs, and are often fuelled by energy drinks. We wanted to grow consideration for Lucozade among tradies by showing that it helps them ‘bring the energy’ during peak season, when life feels most like a sport.
OUR INSIGHT
Did you know that some tradies burn more calories than some professional athletes?
Whether on the pitch or on-site, skill, endurance, and reputation matter. Both athletes and tradies live by their stats. Their performance is their currency.
So, we tapped into a social-first trend that people associate heavily with sport: trading cards. We flipped the script on the classic sports trading card by creating “Tradie All Stars,” a bespoke set of cards that immortalised tradespeople as athletic heroes, complete with stats and special skills.
AUTHENTIC PARTNERSHIPS
Our content strategy was built on capturing genuine, unscripted reactions as creators surprised their colleagues with their “Tradie All Stars” cards. So, we made sure that every individual featured, from our lead creator Kris Fox Devos, aka @foxy.devos, to every tradesperson on set, was an influencer in their own right.
This approach bypassed traditional celebrity endorsements and instead leveraged the trust these individuals had built within their specific communities.
This resulted in authentic content that resonated deeply with the audience and proved that the skills of a tradesperson are just as celebrated as those of a professional athlete.
THE REVEAL
Our tradespeople creators arrived on site and presented their unsuspecting colleagues with their own “Tradie All Stars” cards.
Kris then visited the site during a break to reveal the official ratings to the crew, sparking natural and competitive banter and conducted humorous, football-inspired post-match interviews.
As an additional surprise to our Top Tradies with the highest stats, we gave them the star treatment typically reserved for our high-end sporting talent and had them immortalised on their own billboard.
All while keeping the product front and centre with the Lucozade Energy Belt housing bottles of Lucozade instead of tools.
RESULTS
127 million impressions
11.2 million video views
