Footballers To Star In Tastemade UK's New Campaign

Tastemade UK "is making a play for younger male audiences, a group it believes is underserved in the food market," by creating shows with football players, according to Lucinda Southern of DIGIDAY. The campaign is "thanks to" a partnership with digital media agency 90/24 Media. Tastemade has a slate of shows it is pitching as part of this deal, "the first likely to air this summer." All episodes in the series will run between six and 20 minutes long. The number of episodes and series "is still being worked out." One series, “Game Day,” follows what the players eat on matchdays, whether they follow a scientific routine or "revert to comfort food under pressure." Another show, "unnamed for now, will pair players with their mothers in the kitchen cooking dishes from their childhood." The shows will be distributed on Tastemade UK's site and app as well as on social platforms. Tastemade UK Managing Dir, Europe Mohammed Ali Salha said, "It’s about passion, people are passionate about food and football" (DIGIDAY, 1/25).