Protein shake brand, For Goodness Shakes, joined forces with Disney to mark the launch of the latest Captain America installment, Brave New World.

With only two months to launch, Rooster was tasked with devising and executing a creative PR campaign, using the theme of Everyday Heroes, to celebrate the collaboration and boost reach and awareness for the FMCG brand.

Our concept? Portraits of Today’s Everyday Heroes; an exhibition recognising the achievements of everyday Brits.

Following a national call-out for nominations, eight unsung heroes were selected to be photographed to feature in dedicated gallery, showcasing their personal successes, whilst also helping to provide inspiration for those on their own journeys of growth.

Echoing the movie themes of resilience, perseverance, grit, strength and evolution, our real-life heroes showed determination, achieved goals despite the odds, demonstrated kindness, generosity or selflessness, or worked hard to bring about change or help others. Their efforts and accomplishments represented those that are carried out every day by millions of Brits and serve as an inspiration to us all to persevere, do good, and be the best versions of ourselves.

After recruiting partners, creating social assets, sifting through nominations, coordinating photoshoots, printing & framing, interviewing heroes, and crafting their case studies, we hosted heroes, media and partners at an exhibition launch event, pitched the story of the pop-up to London media, and developed and sold-in our heroes’ individual case studies to their local and regional press.

The results?

• Over 60 Everyday Hero nominations.
• Brand awareness and reach via 40+ pieces of print, online, radio and social media coverage of the Marvel collaboration and the Everyday Hero exhibition - including 11 individual Hero case study stories - across local, regional, national, broadcast and trade publications. Examples include Bristol 24/7, North Somerset Times, MSN, and South London Community Matters.
• Successful campaign collaborations with venue partner, Mash Paddle Brewery, and social action charity, Volunteering Matters.
• Brought fame and joy to our eight Everyday Heroes and publicity for their stories.