Stories from the FIFA World Cup 2026 are still pouring through. This one shows how Coffee Planet brought a fresh twist to football fandom with The Great Football Roast , a real-time social campaign that celebrated one of the sport’s oldest traditions: fans roasting rival teams .
Inspired by a simple observation that Coffee Planet roasts coffee while football fans roast each other , the campaign transformed every knockout fixture into a battle of witty, culturally rooted banter.
As the tournament unfolded, Coffee Planet published a series of head-to-head football roasts, with fans of each nation taking playful digs at its opponent through football truths, cultural references and iconic stereotypes.
From England’s long wait for silverware to Spain’s obsession with possession, Belgium’s ageing golden generation and Argentina’s football folklore, every matchup featured two opposing roasts, one from each side.
Rather than deciding the winner itself, Coffee Planet handed that responsibility to the fans.
Each post invited supporters to choose the roast they thought hit harder, turning every fixture into a battle of football banter as much as football itself. The result was a stream of comments, debates and national pride, with fans rallying behind their team’s comeback before a ball had even been kicked.
As the knockout stages progressed, so did the intensity of the campaign. Every new fixture unlocked a fresh exchange of roasts, culminating in The Final Roast between Spain and Argentina, where fans crowned the ultimate winner, not just on the pitch, but in the comments.
Commenting on the execution, Nishta Mital , Marketing Manager at Coffee Planet, said, “The matches were being watched at odd hours and we had to capitalise on the moment of coffee consumption to stay awake, but we had to stand out! The team’s direction of using ‘roasting’ as the common denominator was a winner however we had to make sure the customer interaction was easy and gained maximum visibility.
Mital added, “We debated iterations like printing roast battles on coffee cups, producing a roast battle film and finally agreed on a digital first approach – easy polls on stories! The response on the very first day was amazing, the quick measurability assured us we were on the right track.’’
By tapping into a behaviour that naturally defines every major football tournament, The Great Football Roast gave Coffee Planet a distinctive role in the World Cup conversation.
Every fixture became an opportunity for fans to back the roast they thought landed best, creating a simple, interactive format that celebrated the humour, rivalry and passion that make football fandom so unique.
Client: Coffee Planet Marketing Manager: Nishta Mital
Agency: Think Human Creative Creative Directors: Tiago Bastos & Kartik Aiyar Art Director: Allan Khoury Copywriter: Kartik Aiyar Motion Designer: Talal Dakkak Account Team: Lea Abdallah & Muhammed Jaber