Supporting the Orange Lionesses and increasing Calvé sales during the World Cup


Calvé, the beloved peanut butter brand from Unilever in the Netherlands, partnered with the ‘Orange Lionesses’, the Dutch women’s football team, for the 2019 World Cup. They have a history of partnering with famous athletes since they want to promote a healthy lifestyle and show that Cavé Peanut butter is a good source of energy.

In honour of the World Cup, Calvé wanted to give out an activity book as a gift with purchase of 2 jars of peanut butter. We developed a big book that was the perfect guide for kids during the tournament. Not only did it contain loads of fun football-related activities, but kids could learn more about their favourite players thanks to quizzes and fun facts. Moreover, families could have fun together by playing the board games included in the book or follow their team all the way to the finals to a calendar in which they could write down each team’s score after the match.

The action was a big success: “books were going out at an amazing rate” according to Unilever.

Like what you’re reading? You might be interested in the project we did for Proximus as well: Establish Proximus as a partner of sports and families.