Sweetpea x Freddie’s Flowers

Demonstrating her effective partnership strategy, Gill presents a case study with “Sweetpea,” a female-led, darkly comedic coming-of-rage drama from Sky Originals. Taking inspiration from the show’s title and themes, tpf partnered with Freddie’s Flowers to create a limited-edition “Sweetpea” bouquet. Capturing the show’s sweet-but-sinister tone, the bouquets sold out entirely, surpassing sales benchmarks by 100%. Immersive installations at high-footfall locations like Waterloo Station invited audiences into the show’s universe, offering them a tangible piece of its story to take home.

Sweetpea x Kobox Boxing Club

Further partnerships with Kobox Boxing Club introduced bespoke fitness classes tailored for Gen Z women—the show’s primary audience—enabling them to channel their inner conflicts through boxing workouts, breathing exercises, and emotional release activities like screaming. These classes not only exceeded Kobox’s benchmarks but also integrated Sweetpea branding throughout the premium gym, featuring branded boxing bags, wraps, mirrors, and lockers. By championing female-driven narratives and embedding the show’s darkly comedic essence into every collaboration, TPF seamlessly brought “Sweetpea” into fresh, culturally relevant contexts. The result: an impressive 82% ROI and a lasting cultural resonance that reached well beyond the screen.

We built a giant dream cave, recreated snow, and even made a snozzcumber to stay true to the BFG’s world. Attention to these small details from the BFG world ensured authenticity across the campaign.

Natalie Hopkins, The Roald Dahl Story Company

The UK’s First Christmas Ad of the Year

Partnering with Sainsbury’s, Natalie and her product & partnerships team created the first Christmas ad to debut in the UK, a significant milestone for both brands. Recognising the need for comfort during challenging times, the brands developed a nostalgic campaign focused on friendship, connection, and the power of dreams. Through data analysis, it was identified that 39.5 million people in the UK have a positive perception of the BFG, with 16.5 million overlapping with Sainsbury’s customer base, creating a unique opportunity for collaboration.

A Giant-Sized Win

Casting a Sainsbury’s colleague as Sophie and involving local suppliers reinforced the campaign’s sense of community and brand alignment. A mix of the BFG gift wrap was placed in store, whilst the Roald Dahl teams launched their own products, such as personalised BFG aprons, coasters, and bags, on its dedicated platform, extending the campaign’s reach and engagement to meet consumer demand. This meticulously executed strategy resulted in a huge jump in brand awareness for the BFG, driving robust sales growth, heightened audience engagement, and extensive media coverage—ultimately cementing its place as Sainsbury’s most successful ad to date via System1 ad tracking results.

True to the Magic

The campaign stayed true to the BFG’s core characteristics: the power of dreams, symbolised by numerous dream jars in the giant’s cave; the unexpected friendship between the BFG and Sophie; and the joy of being silly, illustrated through humorous touches like snozzcumbers, the BFG’s signature whizzpoppers, and his playful “gobblefunk” language. This dedication to authenticity ensured the campaign avoided over-commercialisation while staying faithful to Roald Dahl’s storytelling legacy.

Bringing Brands & Fans Together

Rob, Head of Growth at TRO, argues that experiential marketing is the heartbeat of brand partnerships, transforming static sponsorships into dynamic, tangible moments that audiences can touch, feel, share, and remember. With traditional sponsorships—once defined by logos and visibility—no longer sufficient to engage today’s audiences, Rob highlights the growing demand for partnerships that foster value-driven connections rooted in trust, community, and shared purpose. This shift comes in response to key challenges: fragmented media consumption, financial pressures across the sports industry, and a younger generation that increasingly identifies as lonely. For Rob, fandom is about belonging—a sense of being part of a tribe or community—something that social media doom scrolling and digital-only campaigns cannot replicate. Experiential marketing offers a powerful solution, creating immersive, shared experiences that bring brands and their audiences closer together.

Fandom is about belonging, and in an increasingly fragmented world, we need to create spaces—whether physical or digital—that foster a sense of community.

Rob Ó Siocháin, TRO

Just Eat Takeaway

At TRO, this philosophy takes three forms: discovery-led, purpose-driven, and playful engagement. All of which were on full display during the UEFA Champions League Final at Trafalgar Square’s Fan Zone. The giant ‘human grabber,’ created in partnership with Just Eat Takeaway, tapped into pre-match rituals, delivering a playful, visceral experience that entertained both participants and onlookers as excitement peaked.

PepsiCo

PepsiCo also strengthened its longstanding partnership with UEFA by cementing its brand equity through multiple touchpoints: the Pepsi Pulse challenge fused rhythm and football, inviting fans to test their skills in fast-paced contests that channelled the energy of the game itself, while a sustainability campaign encouraged fans to recycle cups and bottles, gamifying the process with prizes to inspire action and a sense of shared purpose.

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BMW

To celebrate 20 years as the lead sponsor of the BMW Championship, rather than relying on nostalgia, TRO focused on innovation. The BMW Pavilion, a centrepiece in the heart of the Championship Village, offered fans a range of immersive experiences, including the interactive ‘Putt to the Test’ challenge and the cutting-edge ‘Drive Like A Pro’ golf simulator. While fresh faces, including Gareth Bale, helped engage new audiences and broaden the appeal of golf. By merging play, purpose, and discovery, TRO’s activations transformed traditional sponsorships into dynamic, emotionally engaging moments that put fans at the heart of the action.

Art or Science?

What do you think? Is brand partnerships and Art or a Science? Perhaps its a Chemistry. Whether through the magical storytelling that Natalie shared, the immersive experiences that Rob creates, or the innovative partnerships forged by Gill, it’s clear that successful brand partnerships require a blend of creativity, strategic thinking, and a touch of alchemy. In an era marked by fierce competition and ever-changing consumer expectations, these collaborations have become essential vehicles for driving cultural relevance, expanding market reach, and enhancing brand equity. Thank you to our speakers for demonstrating the power of partnerships. We hope this masterclass has inspired you to think differently about brand partnerships and look forward to seeing you at our next webinar in 2025.