Case Study: Specsavers rebuilds Gen Z relevance with Tangerine’s Best Worst Team campaign

Specsavers boosts Gen Z relevance with Tangerine’s 6-part Best Worst Team series

Specsavers faced the challenge of rebuilding relevance with younger Gen Z audiences who did not connect with its iconic "Should've gone to Specsavers" platform, while still resonating with its core 35+ customers. The objective was to boost brand consideration among 18-34 year olds in 2025. The vendor Tangerine was engaged to address this marketing challenge.

Tangerine developed a strategy rooted in football culture, a shared passion for both audiences. The solution was to position Specsavers as a champion of grassroots football by celebrating its imperfections. Tangerine produced a six-part documentary series following the season of the "Best Worst Team," supported by high-profile coaching talent, which ran on YouTube and was amplified through social cutdowns, PR, influencers, and a Spotify partnership.

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