Littlewoods Football Pools: Get a result

Charlie Snow

Planning contributed to the successful Littlewoods Pools campaign in three ways. It redefined the brand's positioning by putting football back into Littlewoods (founded in 1923), developed a specific yet fertile proposition centred on the drama of the football results, and brought that positioning to life courtesy of Jeremy Beadle.
Agency:Author: Charlie Snow

Littlewoods Pools: Get a Result

INTRODUCTION

This paper demonstrates how planning contributed to the successful Littlewoods Pools campaign in three ways:

  1. It identified a positioning that differentiated Littlewoods from its major new competitor and provided the focus and fuel for survival and growth.
  2. It developed a clear and fertile proposition for communications.
  3. It brought the proposition to life to inspire the creative work....

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