Pringles – working with creative agency Ear to the Ground – has rolled out a campaign built around one of football culture’s most enduring dynamics: the rivalry between England and Scotland.
With both nations competing on football’s biggest stage this summer, the campaign playfully explores a simple truth that fans already recognise: England and Scotland disagree on almost everything, apart from Pringles. By positioning itself as the one thing both sides are happy to share, Pringles has given the rivalry a place to land this summer.
Developed using Ear to the Ground’s proprietary Fan Intelligence® model, the campaign celebrates the humour, banter and cultural tension that naturally emerges whenever England and Scotland find themselves at the same major tournament.
“Football rivalries are at their best when they’re playful,” said Seanain Mcguigan, Brand Manager UK&I at Pringles. “England and Scotland might disagree on almost everything, but Pringles is the one thing they’re happy to share. This campaign celebrates the humour of that relationship and gives us an authentic role in one of the summer’s biggest football conversations.”
The campaign brings together Scotland talisman John McGinn and England’s Number One Jordan Pickford in an unexpected partnership. Rolled out across Instagram and TikTok throughout the summer, the social-first content series has seen the pair take on a range of tongue-in-cheek challenges inspired by the unique relationship between their nations – creating playful moments for football fans to recognise and share.
Anchored by the tagline #EvenRivalsPassPringles, the campaign builds on the multi-award-winning partnership between Pringles and Ear to the Ground, continuing the brands’ work creating culturally relevant moments within football fandom by identifying the behaviours and conversations that already exist amongst fans.
“England and Scotland sharing the same football stage is a rivalry fans naturally gravitate towards,” said Richard Adelsberg, CEO at Ear to the Ground. “By positioning Pringles as the one thing both sides can agree on, we’ve created a platform rooted in football culture and built for social conversation. Through our Fans to Consumers (TM) approach, we’ve taken a fan truth and turned it into a meaningful role for the brand.”
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