Mourinho, Bonmatí, and Saka Star in Snickers' Latest Campaign
- May 12, 2025
- 1 min read
We are proud to announce that our agency is leading the full-scale PR efforts for Snickers®' newest campaign.
Building on the success of last year's "Beat Your Hero in a Match!" initiative, the 2025 Snickers® campaign continues to focus on digital engagement. This time, global football icons José Mourinho, Aitana Bonmatí, and Bukayo Saka share lighthearted stories about moments when they weren’t at their best — from red cards to wardrobe mishaps. But with a Snickers® in hand, they reveal how nothing can throw them off balance.
This year, once again, we aim to immerse consumers in the emotional world of football," said Gábor Villányi, Central European Portfolio and Brand Activation Manager for Snickers®. "We are thrilled to have such esteemed football stars joining us — José Mourinho, the legendary Portuguese coach; Aitana Bonmatí, the Spanish World Champion; and Bukayo Saka, the Premier League and England National Team winger. They bring humor and authenticity to the campaign by sharing those all-too-human moments when things don’t go to plan. It’s a reminder that even the best face off days — both on the pitch and in the stands.
The campaign features bespoke video content set to roll out across various digital platforms, accompanied by a robust social media presence on Facebook, Instagram, and YouTube. In addition, dedicated POS materials have been developed to support in-store visibility.
The creative concept was crafted by The&Partnership, while Flow PR is overseeing the campaign’s comprehensive PR coordination.
A key highlight of the campaign is an exciting prize draw, offering the lucky winner an exclusive trip to a special event featuring Aitana Bonmatí.
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This is such a smart and relatable campaign because it reminds us that even the biggest football stars have awkward, off-their-game moments just like the rest of us. Using Mourinho, Bonmatí, and Saka makes the message feel authentic, funny, and easy to connect with, especially for fans who love seeing athletes show their human side. I also like how Snickers keeps its classic “you’re not you when you’re hungry” idea fresh by tying it into football culture and everyday mishaps. It’s the kind of campaign that feels entertaining without trying too hard, which is probably why it lands so well. In a strange way, it also proves that strong branding is a lot like choosing good Accounting Dissertation Topics —…
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