Related Clues:

• 'Goal's rigged,' 15 chant
• Advertising tagline
• "Just Do It," for example
• Amazing goals! Newcastle's first catchphrase
• Distinctive watchword or motto
• Really hard work to get article's strapline
• Motto found in record kept by hospital
• Pitcher’s idea
• Uphill task, introducing a new motto
• "I'm Lovin' It," for example
• Work hard on article and campaign line
• L'Oréal's 'Because We're Worth It,' e.g
• L'Oréal's "Because We're Worth It," e.g
• Campaign line
• Hard work, many discovered, to produce advertising jingle