Inside Jungle’s FIFA World Cup work with Walkers
As the FIFA World Cup comes to a close, we’re looking back at some of the campaigns Jungle delivered throughout the tournament, including one of its biggest social activations: Bag A Legend with Walkers.
The FIFA World Cup may be over, but the campaigns created around it will continue to shape how brands approach major sporting moments on social.
Throughout the tournament, Jungle worked with brands to create ideas designed for the way football audiences actually behave. That meant building campaigns around participation, creators and live conversation, rather than simply placing branded content alongside the action.
One of the biggest was Bag A Legend, created with Walkers as part of its No Walkers, No Game platform.
Turning Walkers’ brand platform into a live experience
Walkers challenged Jungle to create a campaign that could cut through one of the busiest moments in the marketing calendar while giving football fans a meaningful role in the experience.
Our answer was Bag A Legend, a live, social-first hunt built around a mystery football legend hidden behind a bag of Walkers. Creators and selected fans opened a bag, heard a distorted clue and raced to solve it before heading to a checkpoint to track down the legend.
To complete the challenge, they had to hand over a bag of Walkers and deliver the campaign line, No Walkers, No Game. The reward was the opportunity to watch the match with the legend at a Stonegate pub.
The product was not simply featured within the campaign. It powered the whole mechanic. The bag contained the clue, unlocked the next stage of the hunt and became the final piece needed to complete the challenge.
From football legends to social audiences
The campaign was structured across three hunts, beginning with a controlled activation before opening participation to more creators and members of the public as the tournament progressed.
The hero film was shot in Newcastle and brought together football legends Chris Waddle and Les Ferdinand with creator Billy Wingrove. Billy’s mission was to find a fan who could deliver a bag of Walkers to the legends before kick-off, bringing the wider campaign mechanic to life through an entertaining social-first format.
By pairing recognisable football talent with creators who already understand how to engage social audiences, the campaign felt rooted in football culture rather than added to it from the outside.
Powered by Jungle’s publisher network
Bag A Legend was built to travel across platforms and communities from the outset.
The campaign was delivered through SPORF, Jungle’s sports publisher, before extending across VT, creator channels, legend channels and Walkers’ YouTube platform. It was then amplified through JungleAmp, our curated network of publishing partners.
SPORF brought an established audience of football fans to the campaign, with 17 million followers, 108 million monthly views and 1.1 million monthly saves and shares.
This publisher-powered approach allowed one central idea to generate multiple moments throughout the tournament, rather than relying on one hero asset to deliver the entire campaign.
Reaching football fans at scale
Bag A Legend was designed to travel. From SPORF and VT to creator channels, football legends and Walkers' own platforms, the campaign was built to generate conversation wherever fans were following the tournament. Supported by JungleAmp, our publisher network, the activation extended well beyond a single hero film, creating multiple moments for audiences to discover, share and engage with.
The campaign was planned to deliver more than 7 million impressions, 5.9 million guaranteed video views and almost 5 million in combined reach, demonstrating how publisher-powered distribution can amplify a single creative idea across multiple platforms and communities.
More importantly, Bag A Legend showed what happens when brands move beyond simply showing up during major sporting moments. By putting fans at the centre of the experience, Walkers became part of the conversation rather than simply advertising around it.
Looking back at Jungle’s World Cup work
Bag A Legend was one part of Jungle’s wider work around the FIFA World Cup, bringing together strategy, creative, production, talent, publishing and paid media to help brands become part of the tournament conversation.
As we look back at the campaigns delivered across the competition, the clearest takeaway is that major sporting events create the greatest value when brands give audiences something to do, not simply something to watch.
For Walkers, that meant turning a familiar brand line into a live experience fans could follow, solve and join. For Jungle, it demonstrated the strength of bringing creative and publisher-powered distribution together from the beginning.
Why partnerships matter
Major sporting moments create huge audiences, but standing out takes more than simply buying media around them. The strongest campaigns are built through the right mix of brand, publisher, creator and talent partnerships, each bringing something different to the idea.
For Bag A Legend, that meant combining Walkers' iconic No Walkers, No Game platform with football legends, trusted creators and SPORF's highly engaged football community. Together, those partnerships transformed a simple campaign into a live experience that fans could follow, join and share throughout the tournament.
For brands looking to make an impact around future sporting moments, the opportunity isn't just to be present. It's to build ideas that audiences actively want to take part in, supported by the right partners to maximise both relevance and reach.
As attention now turns to the next season of sport, we're already working with brands to build campaigns around football, rugby, Formula 1, women's sport and other major cultural moments. If you're planning your next activation, we'd love to talk.
