Keep Britain Tidy seeks to leverage World Cup pride

Keep Britain Tidy the anti-litter lobbying group, is launching a campaign to capitalise on World Cup fever.

Created by Manchester based creative agency Lake, the campaign hopes to capitalise on the nation’s “increased sense of national pride” throughout the World Cup to encourage people to put litter in bins and keep the streets clean.

Lake has created a “mini-campaign” including car window stickers and posters with the strapline: “We Don’t Need Messi, c’mon England, Let’s keep it tidy”, referring to Argentinian footballer Lionel Messi.

Earlier this week Keep Britain Tidy revealed it is looking for a media agency to support its strategy to expand its marketing activities under the newly appointed chief executive, Phil Barton.

Keep Britain Tidy has worked with Lake for nine years, and was reappointed following a review in November last year.

The group also reappointed agency Dig for Fire and added integrated agency Inferno to its creative roster.

Ginette Unsworth, Keep Britain Tidy’s head of marketing, communications and events, says: “During the World Cup most people get behind the country and we would like people to not only support the team, but join us in the ongoing battle against litter.”

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