Campaign Summary

Bringing the excitement of the world's biggest football event to grocery shopping, Wellcome's latest campaign turns every grocery run into part of the match-day experience. Designed to drive adoption of the new Wellcome app, the campaign lets fans order their match-day essentials in just a few taps, while a limited-edition 2-in-1 wearable grocery bag inspired by a football jersey helps fans fully embrace the game-day spirit.

➡️ What did we dö?
▪️ We transformed an everyday grocery bag into a collectible fan item. Available in eight blind-box football jersey designs, every purchase invited fans to collect, wear, and share—turning every grocery run into part of the excitement.

➡️ Strategy
▪️ Tap into the world's biggest football event and its match-day rituals
▪️ Offer fans an accessible alternative to expensive, one-off football jerseys
▪️ Transform a reusable grocery bag into wearable fan merchandise that reduces waste