The COVID-19 pandemic presented Levi’s with a unique opportunity to demonstrate their brand commitment to communities, as part of their partnership with Liverpool FC to:
- Help support the local Liverpool community, one of the most deprived cities in England, in its COVID-19 recovery
- Raise awareness of Levi’s position as an official club partner
- Celebrate Liverpool FC winning the Premier League
The solution – creating a bespoke range of Levi’s x LFC clothing, inspired by the players at the heart of the Premier League success, with all proceeds donated to the LFC Foundation to help fund a community pantry in Liverpool.
Content creation with Liverpool players Andrew Robertson, Alex Oxlade-Chamberlain and Divock Origi, in which they shared their season highlights with street artist Akse. This conversation inspired the designs of three bespoke trucker jackets and an exclusive Levi’s t-shirt. The truckers were made available to win via a prize draw and the tshirts could be bought by fans instore.
A hard-working PR push, influencer marketing and own channel social strategy drove visibility and conversion to a microsite, resulting in £18k being raised for the LFC Foundation.
Through this campaign’s funds alone, the LFC Foundation has been able to both set-up and fully operate one Community Pantry in Liverpool for a full year. This pantry will provide vital food supplies supporting 100 vulnerable families every week in an area where 1 in 3 children live below the poverty line.