Sainsbury’s launches a nationwide digital OOH campaign to celebrate the Lionesses’ UEFA Women’s Euro victory, featuring witty creative by New Commercial Arts.

Nationwide Digital OOH Celebrates the Lionesses

Sainsbury’s has launched a nationwide digital out-of-home (DOOH) campaign to celebrate the Lionesses’ UEFA Women’s Euro 2025 victory. The reactive campaign, created by New Commercial Arts, went live immediately after the team’s dramatic penalty shootout win against Spain.

Creative Concept: “Not the Only Dish Best Served Cold”

The campaign features a Sainsbury’s-branded gazpacho soup alongside the witty copy: “Not the only dish best served cold”, cleverly referencing both the chilled soup and the team’s icy nerves during the final.

Media Strategy and Real-Time Activation

Media planning was handled by PHD, ensuring the campaign appeared on high-impact digital screens across the UK. This activation shows how brands can leverage real-time cultural moments to create emotional engagement with audiences.

Agency Perspective

Hannah White, CEO of New Commercial Arts, said: “Moments to be this reactive only come around once a year, if we’re lucky. The industry competes for the punniest copy, and the best part was that after such a quick turnaround, we didn’t even know if it would run until the last minute. Thankfully, the Lionesses brought it home once again!”

Celebrating Sporting Triumphs with DOOH

With this campaign, Sainsbury’s demonstrates the power of digital outdoor advertising to celebrate major sporting achievements and connect with the public in real time.