Reaching 8 million fans for the Grassroots Football Awards

The FA & McDonald's


The FA & McDonald’s



Social media strategy

Virtual award production

Video production



An annual celebration of the volunteers and organisations who make grassroots football happen, TMG helped navigate the awards through a pandemic to get a record number of nominations, adapting them from a behind closed doors ceremony to one of The FA’s most successful national campaigns to date.

Making it count

The awards are a highlight of The FA & McDonald's partnership

How we made it happen

Our goals were to gain record nominations and amplify the winners to a national audience. We did this by:

  • Coordinating the nomination strategy through national and local channels
  • Producing all creative for digital channels
  • Developing a seamless online voting portal
  • Bringing the national judging panel together via Zoom
  • Safely filming winners at their clubs (with surprise visits from football legends like Emile Heskey!).

We amplified the inspirational grassroots stories, from young hero Ollie who doesn’t let his Cerebral Palsy hold him back, to the club of the year who make it their mission to welcome all.


Record nominations, improved brand sentiment and an incredible organic reach.

16% increase in nominations

4.7m organic Facebook views

£0.1 per impression

3.3m organic Twitter views

“The creative content produced to showcase these winners, and the way this was executed, allowed us to achieve everything we set out to do plus we achieved record-beating results on both nominations received and reach. An incredible job from the TMG team.”

Joe Heatley-Baillie, Senior Brand Manager at The FA

See some of what we made

Creating a moving virtual celebration

Dame Kelly Holmes Trust

Reaching 8 million fans for the Grassroots Football Awards

The FA & McDonald's

Turning a report about housing into a story about homes

Watmos Community Homes

Let's make something great together.