West Ham United and QuickBooks Celebrate Partnership with Oversized Pie Vending Machine at London Stadium

While Americans enjoy pumpkin and apple pies for Thanksgiving, West Ham United fans are celebrating with a different kind of pie. According to Little Black Book, West Ham United’s official accounting software partner, Intuit QuickBooks installed a massive pie vending machine at London Stadium with the help of marketing agency, FCB London.

One in four West Ham United fans run their own business. As a result, QuickBooks’ new partnership with the club is a natural fit.

The oversized, 12-foot tall pie vending machine distributed hundreds of pies by local business, Tony’s Pie & Mash, just outside of the team’s home ground in Stratford, East London. Among the fans enjoying the experience was former West Ham striker, Marlon Harewood. Each pie included a QR code, allowing fans to enter a competition for a VIP match day experience at the West Ham United vs Arsenal FC game on November 30th. Other prizes included a chance to win a VIP business growth-themed hospitality package, including financial advice to help winners better manage their taxes and grow their businesses.

“In true West Ham style, we went MASSIVE for the occasion and took one of the things fans love the most in the run up to a big game, pies,” said Rob Farren, creative director at FCB London, in the article. “We knew that 1 in 4 West Ham fans are small business owners, so collaborating with ‘Tony’s Pie & Mash’ we built a massive 12-foot-tall pie vending machine that could be seen far and wide and placed it in front of the London Stadium.”

By building an accessible and fun interaction through the pie vending machine, QuickBooks was able to get across its message: managing finances is “easy as pie.” The campaign also highlights how vending machines can be a creative way to support local businesses, engage audiences, and showcase innovative solutions.

To see it in action, see the video here.