TRO creates ‘fan-first’ experiences for PepsiCo and Just Eat at Champions League final

UK-based experiential agency TRO has partnered with PepsiCo and Just Eat Takeaway to create brand activations for the 2024 UEFA Champions League final in London. Working alongside fellow Omnicom agency, Fuse, TRO will lead the creative design, production and delivery of fan experiences at the festival for both brands, with a focus on active engagement and competition. PepsiCo’s fan participation will include a scheme that encourages fans to return reusable cups or recycle cans for a chance to win PepsiCo and UCL prizes. At Just Eat Takeaway’s activation, fans will be invited to participate in its ‘Delivery Bag Grabber Game’. Attendees will be attached to a giant crane and lowered into a large ball pit for the chance to win merchandise, vouchers and UCL tickets. Rob O’Siochain, head of growth at TRO, said: “PepsiCo and Just Eat Takeaway are two brands that truly understand the importance of fan culture. After months of planning alongside our valued partners at Fuse, we are hugely excited to see how each activation adds to the overall visitor experience.” The UCL Fan Festival takes place 31 May – 2 June at London locations such as Trafalgar Square and Potters Field. This year’s Champions League Final will be held at Wembley Stadium on Saturday 1 June.