Football fans, especially young ones, often emulate their athlete heroes. They emulate their haircuts, tattoos, celebrations.

During one of the most watched football games, El Clasico, Beko used the influence of the FC Barcelona football players to deliver a message of healthy eating to their fans, in order to help tackle the global epidemic raise of childhood obesity.

A call to action to their fans was made: share #eatlikeapro on social media, and for every #eatlikeapro, Beko donated 1 EURO to Unicef & Barca Foundation to help children build their healthy habits.

To spark a global conversation about healthy eating, on the day of El Clasico match, in front of 650 million people watching the game, we launched the 1 Million Euro Challenge by Beko.

We turned the Beko logo on the sleeve of the FC Barcelona players into "#EatLikeAPro".

During the live streaming of the game, we encouraged people to pledge their healthy habits sharing user generated content by using the #eatlikeapro hashtag.

For every post, Beko donated 1 euro to the Barça Foundation and Unicef to help children build their healthy habits.

We then backed our mission by creating digital tools in order to help parents inspire their children to eat healthy, including personal messages from the players.

We discovered a worrying tension amongst families: feeding your children healthy food is a daily struggle.

The World Health Organization claims a poor diet is one of the leading causes of childhood obesity, which has become a rising global epidemic. In today’s world, obesity affects more people than hunger.

Internal research with mums and dads revealed an eye-opening insight: children do not always listen to their parents, but they usually do what their heroes do.

Being premium partners of FC Barcelona, we had access to some of the world’s most admired football heroes, which led to our big idea: what if we reinvented the role of our FCB sponsorship by using the power of the players to help families feed their children healthy food?

In the game with the maximum media exposure, we replaced the Beko logo on the FC Barcelona jersey with "#EatLikeAPro" and we launched the 1M Euro Challenge.

For each #EatLikeAPro hashtag people posted on Instagram and Twitter, Beko donated €1 to Unicef to help prevent childhood obesity. We set out on the ambitious challenge of achieving 1 million hashtags.

As a warm-up for the challenge, two days before the match, Barça players started challenging each other on their social media accounts, to reveal their favorite healthy food.

Before, during and after the game, our team of community managers around the world was commenting on posts including #eatlikeapro.

We also seeded branded content (50 healthy recipes, Campaign film, FC Barcelona players healthy food praises, Tips and tricks on how to feed childern healthy food) via Facebook, Instagram and Youtube to highly targeted audience, driving the consumer to www.eatlikeaprobybeko.com.

1 Billion people reached

89,4% positive sentiment on social media

People from 167 countries joined the #eatlikeapro conversation

1 Million posts including #eatlikeapro (=1M Euro donated to UNICEF) in less than 11 days

1485 articles in 28 countries for a media value of 3.4M EUR

10% sales growth YOY (UK, Spain, Poland, Romania)