Betfred has launched its new campaign for the Cheltenham Festival, and the entire spring racing season, bringing some fun and energy to the event with the playful theme: Pick Your Nose.
Cheltenham is all about thrilling races, incredible horses, fearless jockeys, and legendary tracks. But when it comes down to it, it’s as simple as this: which horse’s nose crosses the line first? That’s what really matters.
The campaign takes a fun twist on the common saying “you couldn’t pick your nose,” and invites both racing fans and newcomers alike to join in the excitement by picking a winner. Whether you’re a pro or just getting into the action, Pick Your Nose is all about the excitement of making your prediction.
The campaign is now live ahead of the prestigious meeting next week (March 11-15), bringing the thrill of the festival to life with a high-energy, multi-channel approach. Spanning digital display, OOH, press, radio, social and YouTube ads, the campaign will also have a strong presence in Betfred’s high-street shops around the UK.
Cath Ryan, head of brand and customer experience at longstanding racing sponsor Betfred said: “Pick your nose gives us a flexible platform which can be adapted to work across all key racing meets and festivals, and allows us to highlight our offers and specials in an attention-grabbing way. By having a more playful approach to our comms, through an idea that is rooted in a fundamental truth about racing, we’re hoping to appeal to both ardent racing enthusiasts as well as the more occasional bettor who might only engage with horse racing a couple of times a year.”
Richard Attwater, MD and co-founder of Manchester-based creative agency Sergeant Walnuts, which collaborated with Betfred on the project, added: “Betfred is known for having incredible history and prestige, and will always be at the forefront of offering fantastic value. We therefore created a campaign to communicate this in a way to help us stand out, as well as being an eye-catching call to action. ‘Pick Your Nose’ ticks every box.”
His co-founder and creative director Gary Toal added: “In horse racing, it all comes to down to which horse’s nose crosses the line first. That’s it. That’s all that matters. ‘Pick Your Nose’ is a line rooted in truth, simplicity and horse racing vernacular, but more than that, it’s designed to raise a smile. Because horse racing, and betting, should be fun.”
With a mix of brand-building assets and tactical, offer-driven messaging, the campaign is set to captivate audiences throughout the spring racing season.
