Betfred releases ‘Pick Your Nose’ campaign ahead of Cheltenham Festival
Operator gears up for next week’s festival with playful marketing scheme that bosses claim will “captivate” audiences
Betfred has unveiled its new Cheltenham Festival campaign, ‘Pick Your Nose’, ahead of proceedings getting underway at Prestbury Park next Tuesday, 11 March.
Taking a light-hearted approach to the showpiece event between 11 and 15 March, the campaign’s title is an intentional play on the saying: “You couldn’t pick your nose”.
The operator’s latest marketing effort aims to engage both experienced racing fans as well as more casual bettors.
Produced in collaboration with Manchester-based creative agency Sergeant Walnuts, the campaign is now live and has already published its first post on social media.
Betfred’s official X account, has uploaded a gif that includes a camera moving steadily closer to a horse’s nose, alongside a caption that reads: “Cheltenham is coming and it’s all about picking your nose…but whose nose? Who knows?”
Alongside social media, Betfred’s ‘Pick Your Nose’ will also feature heavily in the firm’s retail locations, as well as YouTube, press, digital and radio.
The Warrington-based outfit has claimed that the campaign is set to resonate with audiences via a combination of “brand-building assets and tactical, offer-driven messaging”.
Cath Ryan, Betfred’s head of brand and customer experience, explained: “‘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, Sergeant Walnuts managing director and co-founder, 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.”
Last month, Sky Betting and Gaming released its own campaign in anticipation of Cheltenham Festival, in which it heralds the sport’s real ‘GOAT’ (greatest of all time) as the horses.
Created by London-based agency Anomaly, the Flutter-owned operator has published a 30-second advert which aims to argue the theory that sport’s greatest of all time must be a human.
“In a category so used to shouting about price and promos in order to grab attention, it has been a real pleasure instead to focus on the amazing athletes that make sports so entertaining for our fans,” said Coral Cranmer, Sky Bet marketing director.