FIFA World Cup 2026 — Campaign Proposal

FEAST FOR
GLORY

A tournament-long campaign built around one clear idea: when there is a match on tonight, Rani is the answer. Your regular order, with a Golden Ticket sticker waiting inside some boxes. Prizes that give people a reason to keep coming back, every single game.

11 Jun – 19 Jul 2026
FIFA World Cup 2026
Golden Ticket
Drive Takeaway Orders
01 — Campaign Overview § 01 / 08
Campaign Overview

A food campaign,
inspired by football season.

The World Cup does not turn Rani into a sports destination. It simply gives people another reason to order. This campaign creates a repeatable ritual: every match night is a Rani night, and every order carries the chance of something golden inside.

Core Message
Order your Rani Feast Box. Find the Golden Ticket. Win prizes.
Campaign Name
FEAST FOR GLORY
A tournament-long campaign running the full duration of FIFA World Cup 2026. No teaser phase, launching immediately at kick-off on 11 June.
Core Mechanic
Feast Box + Golden Ticket
Rani's existing sharing orders, framed as Match Night Feast Boxes, with a specially printed Golden Ticket sticker hidden inside selected orders throughout the tournament.
Positioning
Great Food at Home, Not a Sports Bar
Rani is not competing with pubs or sports bars. This campaign speaks to the people watching at home who want something better than a pizza and the quiet thrill of not knowing what is inside their order.
02 — Objectives § 02 / 08
What We Are Achieving

Clear objectives,
measurable outcomes.

Every element of this campaign is designed to drive one clear outcome: more takeaway orders. Everything else — the engagement, the social content, the word of mouth — flows naturally from that.

I
Increase Takeaway Orders
A compelling, repeatable reason to order on every match night throughout the tournament. Multiple games per week means multiple order opportunities across 39 consecutive days.
II
Raise Average Order Value
The Feast Box concept encourages sharing orders at a higher spend than individual meals, naturally increasing basket size and revenue per transaction.
III
Drive Social Engagement
Match nights are social moments. The Golden Ticket sticker creates shareable content: customers will post their order arrivals and ticket finds without any prompting.
IV
Generate Word of Mouth
Prize winners become advocates. Every Golden Ticket found is a story worth telling, driving organic reach and genuine social proof across the full tournament window.
03 — Campaign Mechanics § 03 / 08
How It Works

Simple for the customer.
Powerful for the brand.

The mechanic is intentionally simple. No apps, no QR codes, nothing extra to register. Customers order as they always would. The only difference is what might be tucked inside.

01
Customer Orders
Customer places a Feast Box order for 2, 4, or 6 or more people via delivery or collection. Any night, any game.
›
02
Order Arrives
The order arrives in Rani's regular packaging. Great food, generous portions, exactly what people came for.
›
03
Golden Ticket
Some orders include a specially printed Golden Ticket sticker hidden inside. The excitement is in the discovery: did this one have it?
›
04
Claim and Share
Winners redeem their prize and share the moment. The story spreads. The cycle begins again on the next match night.
Avoid
× Stadium imagery or football match graphics
× Sports bar aesthetic or pub atmosphere
× Generic World Cup marketing clichés
× Football branded packaging or branded stickers
× Focusing on match scores, teams, or fixtures
Embrace
✓ Strong food photography where the feast is the hero
✓ Intimate home gathering moments and warmth
✓ The Golden Ticket sticker reveal as a cinematic moment
✓ Sharing, abundance, and communal joy around a meal
✓ Rich spice, texture, and steam in close-up shots
04 — Feast Box Concept § 04 / 08
The Product

The Match Night
Feast Box.

Three sharing configurations, built from Rani's existing menu and served in regular packaging. The food is the experience. What makes the moment special is not the box — it is what might be waiting inside.

The Duo
For Two
Couples and quiet match nights
1 shared starter
2 signature mains
Rice and bread selection
1 shared dessert
Golden Ticket sticker chance included
The Family — Most Popular
For Four
Family match nights and small groups
2 shared starters
4 signature mains
Rice, bread and sides selection
2 shared desserts
Higher Golden Ticket sticker odds
The Squad
For Six or More
Groups and big match nights
3 shared starters
6 signature mains
Full sides spread
Full dessert selection
Best Golden Ticket sticker odds
It is the same Rani you love.
The difference is what you might find inside.
05 — Golden Ticket Challenge § 05 / 08
The Prize Mechanic

The Golden Ticket
Challenge.

A specially printed Golden Ticket sticker, hidden inside selected orders throughout the tournament. Each tier carries its own reward. The question “did we get one?” becomes part of every order arrival.

Bronze Ticket I
Three Free Treats
Choose one from: a free Naan, a free Dessert, or a free Starter. Redeemable on your next order.
Most common · High volume
Silver Ticket II
€20 Dining Voucher
Redeemable on any order, delivery or dine-in. No minimum spend. Immediate, tangible value.
Uncommon · Mid-tier prize
Gold Ticket III
Dinner for Two
A full dine-in experience for two people. The kind of prize people genuinely want to share on social.
Rare · High social value
Ultimate Golden Ticket IV
€100 Voucher
The grand prize. Creates a major social moment and a genuine PR opportunity when announced and redeemed.
Ultra rare · Tournament prize
06 — Content Strategy § 06 / 08
Content Direction

Content that sells
the experience.

Every piece of content serves the campaign. The visual direction is dark, rich, and on-brand. Copy is warm and direct, never a football cliché. The food is always the hero.

Pillar 01
Feast Box Reveal
Cinematic unboxings. The order opened. The spread across the table. Close-ups of textures, steam, and spice. The food speaking for itself.
3× per week
Pillar 02
Ticket Reveal
Winner reactions, ticket finds, prize collection moments. Repost with consent. Every reveal builds the sense of possibility around the next order.
2× per week
Pillar 03
Match Night Setup
Home atmosphere. The couch, the screen, the food laid out. Aspirational but real. Warm, intimate, and social without being staged.
2× per week
Pillar 04
Match Day Offers
Tonight only promotions. Stories and feed posts building urgency around ordering before kick-off. Direct without resorting to football language.
Match days
Pillar 05
Behind the Feast
Kitchen preparation. Ingredient close-ups. The care that goes into the food. Reinforces quality and earns the price point without saying a word about it.
1× per week
Instagram Feed
4–5× / week
Carousels
Feast Box full spreads. Slide 1: hero shot of the full order. Slides 2 to 4: individual dish close-ups. Final slide: Golden Ticket call to action.
Static
Match day reminders. Dark, moody food photography. Minimal copy. Designed to stop the scroll and prompt an order.
UGC
Reposted winner content with permission. Authentic reactions from real customers carry more weight than polished brand content.
Instagram Reels
3× / week
Unboxing
15 to 30 second cinematic unboxings. Dark kitchen setting, brand colours, sound-led editing. The question hanging: is the ticket inside?
Reveals
Golden Ticket sticker found. A genuine reaction moment. Prize announced. Short, high emotion, and highly shareable.
Close-ups
Slow pours, texture reveals, steam from fresh dishes. No words needed. Just beautiful food, shot with care.
Instagram Stories
Daily
Polls
What are you watching tonight? Which dish would you add to your order? Drives daily interaction and keeps Rani present throughout the tournament.
Countdowns
Pre-match countdown timers. Order before kick-off. Simple, direct, and effective without leaning on football imagery.
Winners
Quick winner shoutouts. Another Golden Ticket sticker found tonight. Each one builds anticipation around the next order.
Facebook
3× / week
Posts
Repurposed Instagram feed content with fuller captions. Targets the family demographic more likely to order large group boxes.
Community
Tag who you would share your Feast Box with. Winner stories in comments. Genuine community moments without manufactured engagement tactics.
Events
Facebook Events for key tournament nights. Order your Feast Box before The Final. Occasion-driven urgency that feels natural.
07 — Social Media Calendar § 07 / 08
Tournament Calendar

Week by week,
game by game.

The World Cup runs 11 June to 19 July 2026. Every phase has its own content rhythm and Golden Ticket narrative arc. The campaign carries momentum across 39 days of football.

PHASE 1 11 Jun – 1 Jul 2026 Group Stage — Launch and Build
Week Content Theme Platforms Golden Ticket Angle Call to Action
Week 1
11–17 Jun
Campaign launch. Feast Box hero reveal. Full product photography. The order as the star. High energy announcement tone. Introduce the Golden Ticket sticker mechanic.
 FeedReelStoryFB
Every Feast Box could be the one. Launch the mystery. All four ticket tiers revealed for the first time.
Order now
Week 2
18–24 Jun
First Golden Ticket winner reveal. Product close-ups. Match night atmosphere content. Story polls. First genuine UGC repost from a winner.
 FeedReelStory
First winners announced publicly. Bronze and Silver sticker finds celebrated. Social proof begins to build naturally.
Find your ticket
Week 3
25 Jun – 1 Jul
Group stage climax. High frequency posting. Final group games before knockouts. Push the Squad Box to larger groups watching together.
 FeedReelStoryFB
Tease the Ultimate Golden Ticket: the €100 voucher has not been found yet. Build mystery and anticipation before the knockouts begin.
Order before kick-off
PHASE 2 2 – 9 Jul 2026 Round of 16 and Quarter-Finals — Escalate
Week Content Theme Platforms Golden Ticket Angle Call to Action
Week 4
2–6 Jul
The feast gets bigger as the tournament gets smaller. Round of 16 energy. Focus on the Squad Box and group ordering moments. The stakes are rising.
 FeedReelStory
Gold Ticket winner announced. Dinner for Two revealed. A meaningful, shareable prize moment to sustain engagement through the mid-tournament stretch.
Order the Squad
Week 5
7–9 Jul
Quarter-Finals. The biggest games demand the best food. Cinematic food content. Confident, aspirational visuals. Minimal copy. Let the photography carry the message.
 FeedReelStoryFB
The Ultimate Golden Ticket sticker is still out there. Every order could be the €100 winner. Maximum urgency without overstating it.
Claim your feast
PHASE 3 10 – 19 Jul 2026 Semi-Finals to The Final — Grand Finale
Week Content Theme Platforms Golden Ticket Angle Call to Action
Semi-Finals
10–14 Jul
Peak tournament moment. Highest viewership window of the entire campaign. Two games left. Make them count. Emotion-driven copy. The greatest feast of the tournament.
 FeedReelStoryFB
Final window for the Ultimate Golden Ticket. One €100 voucher is still waiting to be found. The last genuine urgency moment before the Final.
One last feast
The Final
19 Jul
Grand finale. Campaign culmination. The biggest match of the tournament deserves the greatest feast. Full campaign retrospective reel. A genuine thank you to everyone who ordered.
 FeedReelStoryFB
Ultimate Golden Ticket sticker winner announced publicly. Grand prize revealed. The campaign closes with a real moment worth celebrating and sharing.
Order for The Final
Visual Examples

Sample content directions for each campaign phase, showing how the visual language translates across feed posts, reels, and story formats.

Launch Campaign Announcement Posts 2 posts

The opening salvo. Bold typography, immediate tone, and a clear statement of what Feast for Glory is. No warm-up, no build. It begins on day one.

Launch: Make It A Feast
Launch: Feast for Glory
Feast Boxes Explained Product Introduction Series 4 posts

A structured series introducing each box configuration. One post per size, each using a distinct brand colour so the trio has visual coherence across the feed.

Match Night Feast Box intro
The Duo: For Two
The Family: For Four
The Squad: For Six+
The Golden Ticket Angle Mechanic Reveal Posts 3 posts

Introducing the Golden Ticket sticker and its prize tiers. These posts build the sense of mystery and anticipation that runs as a thread throughout the entire tournament window.

The Golden Ticket: hero post
The Golden Ticket: prize tiers
The Golden Ticket: order now
08 — Expected Benefits § 08 / 08
What to Expect

A 39-day campaign
with lasting impact.

The World Cup is a finite window, but the habits and associations it builds last longer. The people who order from Rani during this tournament are more likely to order again after it ends.

Increased Takeaway Orders
Every match night becomes a Rani ordering occasion. Multiple games per week across 39 consecutive days creates a sustained and measurable uplift in order frequency that would not otherwise exist.
Orders Up
Tournament-long uplift
Higher Average Order Value
The Feast Box concept encourages sharing orders rather than individual meals. Customers spending on a box for four will naturally spend more per transaction than customers ordering for themselves.
AOV Up
vs. standard individual orders
Social Engagement Growth
The Golden Ticket sticker creates naturally shareable moments. Daily Story interactions, reel views, and feed engagement all spike on match nights, driven by genuine customer excitement rather than paid reach.
Reach Up
Organic, unprompted engagement
User-Generated Content
Golden Ticket sticker winners will share their moments without any prompting. Order arrivals, ticket finds, and prize collections become authentic content Rani can repurpose across the full tournament.
UGC
Authentic social proof
Repeat Ordering Behaviour
The Golden Ticket sticker mechanic gives people a quiet reason to order again. Maybe the next one will have it. That small thought, repeated across 39 days, is a meaningful driver of customer retention.
LTV Up
Retention through anticipation
Stronger Brand Positioning
By stepping back from generic sports marketing, Rani stands apart. The food-first approach positions the brand as a thoughtful, confident choice rather than just another restaurant running a World Cup promotion.
Brand
Clear differentiation
Every order carries a chance.
Every match night is a reason.
That is the campaign.