Food & DrinkZambrero × Boidu Sayeh — World Hunger Day Event
Sport Endorse connected Zambrero Ireland with GAA athlete Boidu Sayeh to amplify its inaugural World Hunger Day meal-packing event through authentic community engagement.
Overview
The campaign
Zambrero Ireland partnered with Sport Endorse to source GAA footballer Boidu Sayeh for its inaugural World Hunger Day meal-packing event in Dublin. The campaign combined athlete influence with community volunteering to generate positive media coverage, create engaging content and reinforce Zambrero's global mission to end world hunger through its Plate4Plate initiative.
The challenge
As Zambrero Ireland prepared to host its first-ever meal-packing event, the brand wanted to maximise awareness of both World Hunger Day and its wider social impact mission.
The event aimed to bring together volunteers to pack 30,000 meals for people experiencing food insecurity while showcasing Zambrero's Plate4Plate programme, where every eligible meal purchased funds another meal for someone in need.
To achieve meaningful media coverage and increase public participation, Zambrero required a recognisable Irish sporting personality who aligned naturally with the campaign's values. Rather than pursuing a traditional celebrity endorsement, the objective was to identify an athlete whose credibility, community profile and authenticity would strengthen the event's purpose-led messaging.
The Sport Endorse solution
Sport Endorse sourced and secured Boidu Sayeh, one of Ireland's respected GAA footballers, to attend Zambrero's World Hunger Day activation at its Hatch Street restaurant in Dublin.
Using the Sport Endorse platform, Zambrero was able to identify an athlete who reflected the campaign's community-first ethos while simplifying the ambassador sourcing process.
Sport Endorse managed the athlete engagement from sourcing through to confirmation, enabling the Zambrero team to focus on delivering the live activation and coordinating media opportunities around the event.
Boidu participated directly in the meal-packing activity, engaged with volunteers and media, and took part in official photography that supported Zambrero's public relations and social media communications.
Athlete fit
Boidu Sayeh was selected because his profile extended beyond sporting performance.
As a respected GAA footballer known for leadership, teamwork and community involvement, he represented the values Zambrero wanted associated with its mission. His authentic participation reinforced that this was a genuine volunteering initiative rather than a promotional appearance.
His involvement also helped localise Zambrero's global purpose within an Irish sporting context, making the campaign more relatable for consumers, media and community organisations.
By pairing a trusted athlete with a meaningful social cause, Zambrero created an endorsement that felt natural, credible and purpose-driven.
Deliverables
- Athlete sourcing and selection via Sport Endorse
- Ambassador contracting and campaign coordination
- Appearance by Boidu Sayeh at Zambrero Hatch Street, Dublin
- Participation in live meal-packing event
- Professional campaign photography
- Media interview and PR opportunities
- Social media content creation
- Community volunteer engagement
- Brand awareness support for World Hunger Day
- Promotion of Zambrero's Plate4Plate initiative
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