Canterbury launches biggest global brand campaign to date

By

Barbara Santamaria

Published
Sep 10, 2019

British brand Canterbury has launched its biggest ever global brand campaign ahead of the upcoming Rugby World Cup, which kicks off on 20 September in Japan.

As the official tournament supplier, the Pentland-owned sportswear brand is taking advantage of this momentum by releasing a large-scale campaign titled ‘Be Part of It’.

The campaign, created by Pentland Brands’ in-house creative agency, features brand ambassadors Robbie Henshaw (Ireland) and Justin Tipuric (Wales), as well as players from Canterbury-sponsored teams in the latest kits for England, Ireland, Japan, Georgia, Canada, and the USA. They stand shoulder to shoulder with an array of rugby fans and officials, emphasising the inclusivity and togetherness of the rugby community.

Stu Ross-Sheeran, associate creative director at Pentland Brands Creative Agency, said: “It’s an exciting time for both Canterbury and rugby. It’s the first time we’ve brought together all of the Canterbury-sponsored international teams together alongside fans and officials into one inclusive campaign, which has been an ambitious challenge but a very rewarding process. We’re looking forward to seeing it connect with rugby fans of all nationalities across multiple channels during the RWC.”

Mediacom Manchester planned the extensive campaign, which will include digital OOH advertising with localised messages that respond to the games being played, as well as six-sheet posters and national print titles. Exclusive content will feature in Canterbury partner retail accounts across the UK, supported by an extensive social media campaign across the brand’s Instagram, Twitter and Facebook platforms.This will include digital activations like online rugby-themed games and competitions, and a #bepartofgood community initiative that will see Canterbury give £10,000 worth of kit to disadvantages schools across the UK.