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VMLY&R and Tommy’s win the Marketing FA Cup Final

While Chelsea triumphed on the pitch, VMLY&R and Tommy’s showed the power of marketing with purpose

Nicola Kemp

Editorial Director Creativebrief



Tommy’s ties up with Women’s FA Cup Final to raise awareness of charity goal. Tommy’s, the UK’s largest pregnancy and baby loss charity, has announced a powerful new out of home campaign titled “Let’s Bring Them Home” – launching in time for the 2023 Women’s FA Cup Final.

VMLY&R, London

The moment when Chelsea and Manchester United stepped onto the pitch this Sunday for the FA Cup final was a once-in-a-generation moment in footballing history. 

Women’s football is firmly part of our national consciousness; both a movement and one of the most compelling mass entertainment products on the planet. Yet brands have not kept pace with the acceleration on the pitch. Marketing that still feels like an afterthought or an add-on, rather than the main event.

It’s within this ecosystem that VMLY&R’s campaign for Tommy’s uniquely rose to meet this once in a generation moment in our collective history.

Tommy’s, the UK’s largest pregnancy and baby loss charity, launched a powerful out of home campaign titled ‘Let’s Bring Them Home’ which launched to coincide with the Chelsea and Manchester United’s nail-biting final. 

Created by VMLY&R UK, the work uses one of the most iconic symbols of footballing success – the trophy – and one of football’s most memorable phrases, to highlight the significance of being able to bring babies home safely. Tommy’s ambition is to stop the heartbreak of baby loss and make pregnancy and birth safe – for everyone. 

Tommy’s Marketing and Communications Manager Becki Sendell, explained: “’They're coming home’. Sadly, not every new parent gets to say these words as currently, one in four pregnancies in the UK end in loss. But we're working to change this. Tommy’s ground-breaking research is improving care and making sure everyone has the best possible opportunity to take home a healthy baby.”

The simplicity of the message provides clarity and cuts through to a growing and passionate community of football fans. With time and support donated by Mindshare, the campaign is a compelling reminder of the power of the creative industry to use its influence to deliver important messages and a once in a generation moment in time.  

The campaign appeared at 25 high-profile sites around Wembley Stadium, showcasing the powerful messaging on high-impact digital screens with tailored messaging to both teams and match outcome.

Richard Hartle, Creative Director at VMLY&R Commerce UK, added: “We couldn’t be prouder of our partnership with Tommy’s and Mindshare. It’s the best of WPP UK coming together to deliver for a cause we all care deeply about.”

A care which shines through the impactful timely work. A powerful reminder of both the power of Women’s Football as a national ritual and marketing moment and the importance of creativity with purpose to make a genuine impact. 

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