WILLY'S PIES X CANARIES GOLDEN TICKET ACTIVATION

Charlie Weir
9 minutes ago
3 min read

Bringing Willy's Magic to Carrow Road: How WeAreNinety Delivered Willy’s Pies’ Golden Ticket Takeover with Norwich City FC

At WeAreNinety, we love an activation that blends creativity, community and a touch of mischief, so when Willy’s Pies asked us to bring their Golden Ticket concept to life with Norwich City FC, we knew we were onto something special. Inspired by the whimsy of Willy Wonka, this campaign set out to surprise, delight and connect with supporters in a way that felt unmistakably Willy’s.

And where better to make that happen than Carrow Road?

Norwich City fans receiving their Golden Ticket — Norwich City fans redeeming their Golden Ticket

Setting the Objectives

Before the ovens were fired up, we built the activation around three core goals:

Strengthen the connection between Willy’s Pies and the Norwich City supporter base
Showcase the brand’s bold, playful personality in an authentic football setting
Create a memorable, shareable matchday moment that fans would talk about long after full-time

Bringing the Golden Ticket to Life

A Fan-First Experience

Match-day programmes hid 300 glistening Golden Tickets, each redeemable for a free Willy’s Pie. The mechanic was simple but irresistible, fans eagerly flipped through pages in search of their winning slip, adding a sense of anticipation to the pre-match build-up.

And because great food brings people together, we ran a full on-site sampling experience, serving up hot, hearty pies that quickly won over supporters of all ages. It was warm, authentic engagement, the sort supporters remember.

A Story Fans Could Be Part Of

To extend the magic beyond the stands, Willy’s Pies launched a competition for the best photo of the steaming beauty, with the winner receiving a signed Norwich City shirt. Fans embraced the challenge, flooding social channels with snapshots, reactions and pie-fuelled celebrations.

A lucky winner received a signed Norwich City shirt

Across Willy’s Pies and Norwich City’s owned channels, we delivered imagery, storytelling and content that captured the colour and charm of the day, reinforcing the brand personality while inviting fans to join the fun.

Creator & Media Amplification

To further elevate reach, local food reviewer Alex Green attended to sample the pies and share an honest match-day review with his audience. His coverage helped extend authenticity into the local community, exactly where Willy’s Pies belongs.

Local press picked up the story too, giving the activation a PR lift and ensuring that the Golden Ticket buzz travelled well beyond Carrow Road.

Results

The Golden Ticket activation didn’t just create memorable moments, it delivered meaningful impact for Willy’s Pies and Norwich City supporters alike:

984,882 Brand Impressions
242,604 Accounts Reached
19% Increase in Pie Sales
500 Free Pies Distributed to Fans
37,994 Views Across Creator and Local Media Outlets

A powerful blend of creativity, community and flavour, served fresh.

A Recipe for Connection

The Willy’s Pies Golden Ticket takeover wasn’t just an activation, it was a moment. A moment where supporters laughed, shared, tasted, posted and joined a brand in celebrating football culture in a fresh, playful way.

We’re proud to have managed every touchpoint, from concept delivery and on-site activation to content, creator partnerships and PR amplification. And most importantly, we’re proud to help a brilliant food brand build genuine rapport with a passionate fanbase.

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Want to Partner with Purpose?

Whether you're a brand ready to step into the football world, or a rights holder looking for your next standout collaboration - WeAreNinety connects ambition with opportunity.

For more information, please contact:

Press Contact: Charlie Weir

Email: charlie@weareninety.co.uk

About WeAreNinety: WeAreNinety is a sports marketing collective, specializing in creating impactful marketing strategies that connect brands with passionate audiences. With expertise spanning strategy, activation, athlete marketing, talent marketing and creative, WeAreNinety helps brands across sport, lifestyle, and entertainment achieve their business goals through innovative storytelling and consumer engagement.