Backing Australia or Mexico this World Cup? GYG is making those goals worth more

Guzman y Gomez (GYG) Singapore is tapping into World Cup fever with a new campaign that combines match-day promotions, merchandise giveaways and grassroots football initiatives.

Dubbed "Up for the Cup with GYG", the nationwide campaign will run from 12 June through July, encouraging football fans to pair tournament viewing with the brand's Mexican menu offerings.

According to Adora Sarah Chou, chief marketing officer at GYG Singapore, the campaign was designed to deepen engagement with existing customers, establish a stronger cultural presence during the tournament and drive long-term loyalty beyond the World Cup itself.

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"The World Cup is a cultural moment, not a media moment and we wanted to show up that way," said Chou.

As part of the campaign, GOMEX members can unlock rewards if either Australia or Mexico secure victories during their first three World Cup matches between 12 and 26 June.

Depending on the result, customers can access one-day-only promotions via the GYG app, including 20% off orders above SG$30, SG$1 Jarritos beverages, and 20% off foodpanda orders with a minimum spend of SG$40. The offers will be available either on the day of a win or the following day.

Speaking to MARKETING-INTERACTIVE, Chou said the decision to centre the campaign around Australia and Mexico's World Cup performances was rooted in the brand's heritage. "GYG was founded in Sydney in 2006, and Mexican food is the heart of our menu. Backing Australia and Mexico isn't a marketing choice, it's a reflection of who we are," she said.

In addition, 200 limited-edition GYG footballs will be distributed to selected GOMEX members between 23 June and 19 July.

The brand is also introducing a bingo-style rewards mechanic during the tournament's knockout stages. Running from 1 to 19 July, customers who place qualifying orders through the GYG app will receive a physical bingo card.

Players can match the final digit of their GYG app order IDs with numbers on the card. Those who complete a horizontal, vertical or diagonal line can win prizes including 10 free breakfast burritos, a SG$30 GYG voucher and exclusive campaign merchandise. The first 10 GOMEX members each day to submit a valid winning entry will receive the rewards.

Chou said each component was designed to serve a different purpose while contributing to a broader objective of increasing engagement throughout the tournament.

According to Chou, the match-win offers are intended to capitalise on fan celebrations, while the limited-edition footballs reward loyalty among GOMEX members. Meanwhile, the bingo mechanic aims to encourage repeat app orders during the knockout stages, and the JSSL partnership anchors the campaign in community engagement.

"The four levers fit different audiences and different moments. Together they make the campaign feel ever-present without feeling repetitive," she said.

Alongside its consumer-facing promotions, GYG is extending the campaign into Singapore's football community through a partnership with JSSL Football Club. Under the partnership, GYG has been named the official fast food partner of JSSL's Summer Soccer Camps, which will run across seven weeks in June and July.

According to the company, the initiative will support more than 450 young footballers with meals throughout the programme while also providing rewards for participants and benefits for their families.

The partnership forms the community-focused centrepiece of the campaign, as GYG looks to support grassroots football development while capitalising on heightened interest in the sport during the World Cup season.

Social media will also play a central role in connecting the campaign's various elements, with GYG using Instagram, TikTok and LinkedIn to amplify promotions, announce bingo winners and showcase moments from the JSSL programme.

"We're treating our channels as a campaign newsroom, not a billboard," said Chou, adding that the brand intends to spotlight community stories and participants alongside its own messaging.

In measuring the campaign's success, GYG will track a combination of business, behavioural and brand metrics, including order volume during match windows, growth in active GOMEX members and app downloads. The company will also monitor ordering frequency, social engagement, partner feedback and earned media performance.

"A repeat guest is worth more than ten one-off transactions. We've designed this campaign to build the former, not chase the latter," Chou said.

She added that GYG sought to differentiate itself in a crowded World Cup marketing environment by focusing on a smaller number of activations with clear objectives.

"We picked four levers, gave each one a clear job, and made sure they ladder up to a single platform — 'Up for the Cup with GYG'," she said.

GYG is not the only food brand in Singapore tapping into World Cup fever. Last week, McDonald's unveiled a FIFA World Cup 26 campaign featuring limited-time meals, collectible merchandise and fan experiences.

In Singapore, the campaign includes football legend-themed collectible cups, FIFA World Cup Squishmallows plush toys, exclusive merchandise and a finals watch party at McDonald's Marine Cove. The brand is also rolling out tournament-inspired menu items, including the return of the honey soy chicken McCrispy and the debut of spicy jalapeño chicken McNuggets.

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