Bovril has announced its partnership with football club Burton Albion with a campaign headed by former footballer Peter Crouch.

Burton Albion, known as The Brewers, is the local team to Unilever‘s Burton-upon-Trent factory, where Bovril is produced.

The supplier is aiming to raise awareness and drive trial of Bovril in a setting where it has traditionally been consumer – the football stadium.

Its ‘Warming the Terraces’ campaign is aimed at reintroducing Bovril to football fans aged 30-65, as well as recruit younger adults.

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It features Crouch sharing the brand’s history and heritage, as well as how to make the perfect Bovril brew. It will consist of videos uploaded to YouTube and social media channels over the next 12 months.

Georgina Bradford, marketing director nutrition at Unilever UK&I, said: “When consumers are turning to coffee and tea to keep them warm in the depths of winter football, we are taking this opportunity to remind fans that Bovril has been at the heart of football since the start.

Crouch added: “Followers of my podcast will know how much a fan of Bovril I am, I used to enjoy a cup with my dad on the terraces when growing up, and Bovril holds a special place in British culture. I’m looking forward to taking football fans on an entertaining journey through its rich history.”

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