Condiment-bottle tactics at breakfast, matching midnight-feed baby PJs, and blagging Kyle Walker’s expert punditry at the pub. It can only mean one thing: World Cup fever has hit the UK. 

In a market where brands have been jittery around the political climate of the most polarising World Cup in history, The Sun is going all in with its ‘World Cup For It’ campaign. 

The high-energy, multi-channel campaign, created by T&P’s Mosaic, has been designed to bring together super fans and casual supporters of the World Cup. The campaign’s diverse audience of football fans is being targeted with the message that no matter how or when you follow the game, The Sun is right there with you.

The campaign successfully captures the relatable, round-the-clock passion of British football culture. Running through to the tournament final on July 19th.

Rather than targeting a narrow demographic, the creative celebrates the shared cultural obsession of the World Cup.

Across the video assets, the work buzzes in humorous slice- of-life vignettes. We see a family turning the breakfast table into a football pitch, mapping out formations with condiment bottles alongside Dean Scoggins’ Tactics in The Sun app.

Elsewhere, a nurse on her break shares a live blog update with a patient just as their team score, while a pub-goer passes off expert opinions from Kyle Walker’s Sun column as his own.

The media strategy for the campaign aims to place The Sun at the heart of World Cup conversation.

Nathan McPherson, Brand Marketing and Partnerships Director at The Sun, explained: “This is set to be the biggest World Cup in history, and our readers are matches-deep, no matter the time zone. ‘World Cup For It' is a celebration of that pure, unfiltered fan passion. Whether you need expert tactical analysis over your morning toast, or just want to blag some top-tier trivia in the pub, The Sun app is the ultimate 24/7 companion.."

Russell Ramsey, Executive Creative Director at Mosaic, added: “Football isn't just a game; it's a 24-hour lifestyle, especially during a World Cup. We wanted to move away from polished, distant stadium shots and instead put a spotlight on the real ways fans consume the tournament.”

He continued: “Hiding your phone under a table to look smart, or matching PJs with your baby for a midnight kick-off—that’s the real heart of the tournament. The visual style is bold, loud, and unapologetic, matching the cheeky tone that makes The Sun so iconic."

The campaign will run on ITVX Video On Demand, Online Video (YouTube, YouTube Shorts, Bliss Programmatic), Digital Audio (Spotify), Radio (Linear and Wireless), Podcasts (host reads), Social Media (Meta, TikTok, Reddit), Print, digital run-of-site banners, point of sale and across The Sun’s own inventory.

A campaign which successfully proves driving cultural currency carries more authenticity when you reflect the messy reality of the lived experiences of the audience you are seeking to connect with.