FC Kitchen
An original content series designed to help Climate Focus raise awareness about flexitarianism, engaging football fans through humour, relatable hosts, and entertaining episodes built for YouTube.
Project Overview
Climate Focus wanted to encourage football fans, the UK's largest meat-consuming demographic, to embrace more sustainable eating habits. Recognising the challenge, I worked with executive producers to develop FC Kitchen (FCK), a YouTube content series built on humour, relatable hosts, and genuine engagement.
The series blended football fandom with honest, comedic food reviews and cooking segments, making the conversation about sustainable diets feel accessible, entertaining, and authentically football-focused.
Project Goals
The brand aimed to encourage football fans to explore plant-based alternatives without pushing strict dietary rules or compromising audience engagement.
Engaging Online Content: Create entertaining YouTube content that resonated with football fans and sparked genuine interest.
Natural Promotion of Flexitarianism: Highlight greener food choices authentically without forcing behavioural changes, maintaining the playful spirit of football culture.
Build Audience Affinity: Foster genuine audience connections to create a supportive community around sustainable eating, increasing loyalty and repeat viewership.
The Challenges
Creating regular, high-quality content at speed required carefully balanced creative planning, efficient production, and strategic positioning to stand out.
Competitive Landscape: FCK needed distinct content to cut through existing online football and food channels.
Rapid Content Turnaround: Delivering one to two episodes per week demanded streamlined production workflows and quick creative decision-making.
Balancing Quality and Quantity: With fixed resources, achieving professional production values while maintaining consistent volume was crucial for audience growth.
The Solution
Working closely with the executive team, I developed repeatable content formats that were strategically designed to maintain audience interest and enable efficient, cost-effective production at scale.
Episodic Formats: Created branded series like "Matchday Munchies" and "Football Fuel," establishing clear production blueprints that allowed quick turnarounds and audience familiarity.
Ongoing Narratives: Introduced storylines featuring recurring presenters and guests to build rapport, encouraging viewers to return for future episodes.
Authentic Product Placement: Avoided forced sponsorship deals, choosing instead to integrate naturally aligned brands and products that supported Climate Focus’s sustainability mission, ensuring genuine audience trust.