Middlesbrough FC principal partner Midnite is set to distribute 1,000 complimentary Teesside Parmos to Boro supporters at the Riverside Stadium this weekend. The fan focused activation follows a competitive cooking challenge filmed earlier this month featuring former and current club figures.
Bringing the Parmo Challenge from the kitchen to the matchday fan zone
The initiative brings the results of the “Parmo Challenge” directly to the supporters. Filmed earlier in October, the culinary contest pitted former Boro players David Wheater and Craig Hignett against first team squad members Alfie Jones and Sol Brynn, with manager Kim Hellberg acting as judge.
The activation moves from digital screens to the Riverside Stadium Fan Zone, where local caterer Crazy & Co will help serve 1,000 free Parmos to supporters presenting their match tickets ahead of the upcoming fixture against Cardiff City. Former player David Wheater will also be on hand to assist in serving the traditional local dish.
Executive commentary
Former Boro player David Wheater stated:
“While you’ll have to stay tuned to social media to find out who won the Parmo Challenge, my Parmo was made with a lot of heart, cheese, chicken and a whole lot of béchamel sauce. It was a really fun experience to take part in, and it’s even better knowing that the fans get to be part of it too, with an even tastier Parmo on matchday.”
Andrew Mook, Head of Brand Marketing at Midnite, added:
“There is no more recognisable meal for Middlesbrough locals than a Teesside Parmo, and we’re pleased to be able to celebrate it while giving something back to the fans who show up every week. Alongside ‘This Season’s On Us’ and ‘2UP’, the core of what we do at Midnite is making sure the fan experience is at the heart of everything.”
Mook further noted:
“We’ve already had two 2UP winners at Middlesbrough, with £3,000 won so far, and we’re looking forward to seeing what the rest of the season brings. Thanks to David, Craig, Alfie, Sol, Kim and Crazy & Co for all their help in making this campaign possible. Midnite is Built Different when it comes to match sponsorship.”
