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Top 6: December 7th 2022
Ambient

So Food: Boycott or Not Boycott

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Top 6: December 7th 2022
FR vs DEN on the menu not on TV. So Foot, the leading football French publication, does not boycott the tournament and covers the World Cup to let football fans know what is going on in Qatar on and off the pitch. But So Foot is also aware that millions of supporters are on the fence about the event. So, for those that have decided to skip watching the World Cup, So Foot came up with an alternative conceived by ad agency BETC and has launched a restaurant called ... So Food. Because if there is one thing that French people will never boycott is our shared love of food and gastronomy. During each game of the French Football National Team, this original establishment will become the home of all those that have decided to not watch the competition. With the help of a renowned chef, guests will get to learn during 90 minutes how to cook a meal with recipes inspired by France's group stage opponents: Australia, Denmark and Tunisia. All the meals prepared by the guests of the restaurant will be offered to the charity #onremplitlefrigo (that translates to “we fill your fridge”) that collects and distributes meal boxes to students in need. The first event took place on Tuesday evening. While France and Australia battled on the football pitch in Qatar, both countries also faced each other on a plate at So Food: sausage roll, chicory salad, chicken parma and fruit pavlova. The next cooking experience was dedicated to Danish delicacies and was on Saturday the 26th of November during France vs Denmark. Yummy.
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Brand Managers: Franck Annese, Pierre Maturana

Agency

Agency Managers: Mathieu Laugier, Theophile Geslain

Traffic Manager: Nathalie Sanseigne

Head of Culture & Entertainment: Hirmane Abdoulhakime

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