Brand Tracker

Welcome to the automated Brand Tracker diaries.

Czech Republic

Mastercard Builds a New Campaign on Children’s Football Dreams

Campaign: Having Your Heroes by Your Side: priceless

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-09/mastercard-stavi-novou-kampan-na-detskych-fotbalovych-snech/

Goal: To connect children with football heroes and promote the UEFA Player Mascots program

Claim: Having Your Heroes by Your Side: priceless

Media: Television, online formats, social media

Summary: Mastercard launched a new campaign titled 'Having Your Heroes by Your Side: priceless', created by McCann Prague, focusing on the UEFA Player Mascots program through a multi-generational family perspective. The campaign features children who have the opportunity to walk onto the pitch with UEFA Champions League players and aims to highlight the support from their family members as they connect with their football heroes. The campaign was activated on August 24 and includes various media channels.

Croatia

Pom-Bär launches a search for little heroes from school desks

Brand: Pom-Bär

Campaign: Nagrađujemo dobrotu

Source: https://www.media-marketing.com/vijesti/pom-bar-pokrenuo-potragu-za-malim-herojima-iz-skolskih-klupa/

Goal: To encourage acts of kindness among schoolchildren

Claim: One child's good deed can inspire another

Media: Short videos

Summary: The Pom-Bär 'Nagrađujemo dobrotu' campaign aims to seek out acts of kindness from students across Croatia, with submissions accepted from teachers. Three stories of empathy and solidarity will be selected, and the good deeds will be shared publicly to inspire other children. The campaign runs from August 17 to November 30, and the stories can be submitted from September 1 to September 30.

children education kindness

Uruguay

A Pair of Englishmen in Holland (Tienda Inglesa Invites to Experience Ajax)

Brand: Tienda Inglesa

Campaign: Tras los Pasos de Alfonsina

Source: https://infonegocios.biz/infopublicidad/un-par-de-ingleses-por-holanda-tienda-inglesa-invita-a-vivir-la-experiencia-ajax

Goal: To recognize the talent and dreams of young aspiring football players

Media: digital platforms

Summary: Tienda Inglesa has launched a contest called 'Tras los Pasos de Alfonsina', inviting participants aged 6 to 13 to compete for a chance to win a trip for two to Amsterdam to experience Ajax. Conducted in collaboration with Fundación Celeste and inspired by a children's book, the initiative aims to celebrate the aspirations of young people who dream of becoming professional footballers. Participants must submit a video demonstrating their football skills and explaining their dreams. The final winner will be determined based on jury evaluation and public voting.

Ajax Amsterdam children contest Football

Croatia

What Happens in the Goldfish Bag When Children Aren’t Watching

Brand: Goldfish

Campaign: The Snack That Smiles Back

Source: https://www.media-marketing.com/vijesti/sta-se-dogadja-u-vrecici-goldfisha-kada-djeca-ne-gledaju/

Goal: Re-establish Goldfish's presence in lunchboxes as children return to school.

Claim: The Snack That Smiles Back

Media: Paid, owned, and earned media channels

Summary: Goldfish has launched a new campaign reintegrating its iconic slogan 'The Snack That Smiles Back' just before children return to school. Developed by Mischief @ No Fixed Address, the campaign features two animated spots where Goldfish crackers are personified, addressing the question of what happens inside the snack bag. The campaign emphasizes ingredients like real cheese and no artificial colors, appealing to parents' concerns about children's snacks while leveraging nostalgia.

advertising children nostalgia snack