Sidemen: BEST

Background

The Sidemen are a YouTube phenomenon, a group of seven friends with more than 15 million people turning in every weekend for the latest edition of their Sidemen Sunday show (context: that’s more people than have ever watched a Britain’s Got Talent final!)

Objective

In February 2024 we were appointed to help with the launch of The Sidemen’s first fmcg brand: BEST cereals.

Strategy

Get mum: The Sidemen have no problem telling their millions of fans about BEST, but they are less able to reach ‘Tesco mums’.

Results

We delivered coverage across nationals (e.g. Daily Mail, The Sun x3, Daily Star), in trade press (e.g. The Grocer x4) and secured interviews for Luke Littler (star of the ad) and the Sidemen themselves, helping BEST sell more than 100,000 boxes in just two weeks and making it Britain’s fastest-growing cereal brand.

In terms of more informal KPIs, we have secured a place for The Sidemen’s Manager, Jordan Schwarzenberger, to speak at the much sought after The Grocer’s Marketing Business Lunch and will talk to fmcg leaders about the next generation of brand-building and marketing comms.

Sunny Side Up says:

“The Sidemen are obviously a hugely successful Youtube group, but they are also emerging as one of the most exciting developers of fmcg products in Britain today.”

Nick Woods, Strategy & Creative director.

Growth

Our launch activity, which ran Feb/Mar/Apr 2024, was so successful that the brand team signed up to a retainer and added their premium vodka brand, XiX, to our brief.