The Great Football Roast

Major tournaments create a crowded stream of brand content. Coffee Planet needed to join the moment in a way that felt natural to the brand, easy for supporters to enter and responsive to every new fixture.

Coffee Planet roasts coffee. Football fans roast one another. That shared language created a simple platform built around the humour, stereotypes and competitive pride that animate international football.

For each knockout fixture, two culturally rooted roasts went head to head—one from either side. Supporters chose which line landed harder, moving the contest from the pitch into comments and story polls.

The format evolved with the tournament and culminated in a final roast between Spain and Argentina. Instead of declaring a winner, Coffee Planet gave that decision to the fans.

A digital-first approach made every matchup fast to publish and frictionless to answer. Each post invited an immediate choice, while comments opened a second layer of debate, comeback and national pride.

The result was a repeatable real-time format that connected a product truth—roasted coffee—with a fan behaviour already native to the tournament.