Football Aid – Lead generator and direct marketing copywriter

copywriter edinburgh

Channel: Direct marketing print mailer

Role: Copywriter

Key challenge

Football Aid wanted a direct marketing piece that would generate leads. The aim was to target marketing professionals with opportunities for brand activation. This would be the first contact and it needed to have standout to differentiate the offering from those of sponsorship and hospitality suppliers, also competing for the same marketing budget.

Every part of the mailing works together – the envelope with its ‘Give your brand some extra time’ message, the ‘Your brand and every football fan’s dream’ letter showing the reader round the goods points, and the ‘Matching fans with brands’ 12pp A4 brochure displaying winning facts and figures, testimonials and calls to action.


“Although we choose not to spend large amounts of money advertising the fact, we have been helping brands create the ultimate football experience for longer than most. We are the beautiful game’s preferred charity, endorsed by UEFA, Premier League, Football League, SFA and SPL amongst others.

Since 2000, we’ve worked with over 20 brands. Many of them are still using us to reach a core audience of 50,000+ UK males aged 18-64 passionate about football. We must be doing something right; we’ve certainly been around long enough to know what works.”