Andrew Nethercott said it would connect with 3.3bn people through advertising boards around the perimeter of football pitches and subsequent social media attention.
“Scale is very important from a brand point of view – the World Cup it doesn’t get any bigger,” he added. “There will be 3.3bn people – that’s 40% of the world population – that have the opportunity to watch the World Cup.
“All these people are actually getting the opportunity to see our brand, which is fantastic for us.”
Moy Park would benefit from being associated with popular players and the success of winning teams at the World Cup, Nethercott claimed. As a sponsor of the tournament, the firm would also be part of conversations on social media, he added.
The firm has posted pictures on Twitter of exhausted or tearful players with the Moy Park logo in the background throughout the tournament. It has also created a series of cartoon chickens with names such as ‘Robin van Poultry’, ‘Luiz Suareggz’, ‘Layton Baines’ and ‘Danny Wellpeck’ to parody famous players.
“This World Cup has brought us [enhanced] social media [attention],” claimed Nethercott. “It’s a bit of light heartedness, but it actually comes from the brand.”