Footballco helps Charlton Athletic and Pukka announce new Pukka Jamaican Jerk Chicken Parcel
Charlton Athletic and Pukka have launched a new campaign, called ‘Inspired by Home’ to celebrate the release of Pukka’s new jerk chicken Parcel. The campaign from Footballco is the first to come from the partnership between the EFL League One club and the global football publisher.
In February of this year, Charlton Athletic announced a new partnership with Footballco, which would see the football content and media company working with the club on brand partnerships, strategy and creative.
The first of these new partnerships was announced in August with the news that the savoury pastry company, Pukka, had become the club's new official pie supplier, making Pukka products available throughout the club’s historic stadium, The Valley.
The partnership includes the creation and distribution of the ‘Inspired by Home’ campaign which raises awareness of both the new product and of Charlton’s ties to Jamaica.
The club's Jamaica connections include having two current Jamaica internationals in their men’s first team squad, a Jamaica international in the women’s first team squad, a partnership with leading Jamaican football academy Mount Pleasant, and being located in an area with a significant Jamaican diaspora.
Created by Pukka, the Jamaican Jerk Chicken Parcel is one of it's New World Flavours range, inspired by the full-on bold flavours and recipes of Jamaica, parcelled up in puff pastry to enjoy on-the-go.
The campaign stars Charlton Athletic players and Jamaica internationals Kaheim Dixon and Karoy Anderson, with both players discussing how living in South East London connects them to their Jamaican heritage and the importance of food to that relationship.
The content is hosted by Dario O’Reilly, who will be a familiar face to anyone who follows the club’s social video content.
The campaign also includes footage from Portland, Jamaica, where Pukka has supported a group of grassroots players with a bespoke kit and football equipment.
The campaign is live now across Charlton Athletic channels and Footballco’s global media brand, GOAL.
Rachel Cranston, Head of Brand Strategy at Pukka said: 'Our partnership with Charlton Athletic shines a spotlight on the club's Jamaican connections- supporting Jamaican football, whilst celebrating Jamaican food. Our Jerk Chicken parcel is inspired by the bold flavours and vibrancy of Jamaica, parcelling them all up with a truly Pukka twist.'
Barry Higson, Head of Commercial Sales at Charlton Athletic, said: “We’re proud of the club’s Jamaican heritage at Charlton Athletic, and it’s been a pleasure working with Pukka and Footballco on the ‘Inspired by Home’ campaign. From our Jamaican internationals Kaheim Dixon and Karoy Anderson to our partnership with Mount Pleasant Football Academy, this campaign highlights the important role food plays in bringing communities together.”
Ben Honeyman, Head of Global Football Partnerships at Footballco, said: “We know fans will enjoy the content we’ve created with the club and with Pukka as it celebrates the club’s roots in its local community and leverages the appeal of two popular players who were a joy to work with, which we believe comes out in the content produced. We look forward to working with the club and other partners in the future.”
