As proud partners of England Rugby for 30 years, we faced a challenge that defined our commitment to equality: how do we activate our industry-first parity investment to make England’s most successful rugby team as famous as they deserve to be?
The Red Roses were world number one. Yet 63% of rugby fans couldn’t name a single player according to RFU research. We saw an opportunity to change that.
Our “England, Meet England” campaign was built on a simple belief: equal investment in women’s and men’s rugby should deliver equal cultural impact. This was our moment to prove it.
We created a national TV ad as part of an integrated campaign, the largest in England women’s rugby history. This was a cultural statement: these athletes deserved the same platform as elite teams.
We built an integrated ecosystem: hero TV campaign, nationwide OOH, Chabuddy G content series, Priority experiences, and renamed The O2 to “The Rose 2.”
The campaign delivered exceptional results: 130M impressions, over 25M content views, and 250,800 Priority app engagements (9.5/10 satisfaction). Every channel overdelivered – TV +12%, YouTube +30%, OOH +21%.
Independent YouGov research showed 25% recalled our campaign. Of those exposed, 48% wanted to learn more about Red Roses, 56% felt more positive about O2, and 39% had increased consideration.
The campaign contributed to Red Roses awareness increasing 35% (43% to 58%), closing the gender awareness gap from 16% to 1% during WRWC 2025.
We made the Red Roses famous and proved parity works.
