Nature Valley, the UK’s #1 bar in regular cereal bars has announced Britain’s #1 female tennis player, Johanna Konta, as its first UK brand ambassador. The link-up demonstrates Nature Valley’s continued endeavour towards British tennis as a key brand driver following its position last year as the Official Snack Bar of the Lawn Tennis Association (LTA) and Official Partner of the ATP World Tour Finals in London.
Nature Valley has a strong synergy with the mission of British Tennis where the brand is looking to inspire a more active nation through getting more people to play tennis more often, whether this is at their local park or club court.
The signing ofKonta therefore signals an exciting step change for the Nature Valley brand ahead of a major summer of activity to promote grassroots tennis and bring new British consumers into the game. The announcement comes at the start of what promises to be Konta’s most exciting tennis season to date. Konta has been on a meteoric rise in recent years. She has been British #1 since October 2015, and broke into the world top 10 in 2016 and was voted WTA’s most improved player following a semi-final run at the Australian Open and winning her 1st WTA Premier Event among others. Konta was also the first British player to be seeded in the Ladies Singles at Wimbledon in over 30 years as she took the #16 spot.
Last month’s Miami Open saw Konta beat some of the world’s greats and take the biggest title held by any British woman in 40 years to achieve her highest world ranking of #7, making her Britain’s most successful female tennis player since 1976. She is now setting her sights on Wimbledon and in realising her dream of becoming world #1.
Earlier this year, Konta was nominated by the LTA as the lead face for British Tennis summer events and an ambassador for its Tennis for Kids and British Tennis Membership program.
Konta said: “I’m honoured to be Nature Valley’s first-ever ambassador. I’m excited to help it on its journey towards encouraging more people to pick up a racket and get outdoors in nature whether it’s on court or in the park. Nature Valley has a great range of delicious snack bars, especially its gluten-free Protein variety ones.”
Richard Williams, Marketing Director for Northern Europe at brand owner General Mills, said: “We are thrilled to welcome Johanna Konta on board the Nature Valley family. She is a great role model in Britain today and we’re looking forward to being both the Official Supporter and Snack Bar of choice for Johanna in her quest for becoming world #1.
“With recent additions to the Nature Valley range, we’ve worked hard to ensure our products meet consumer demand for “better for you” snacking options and our gluten-free Protein range in particular really fit this need of a tasty snack.”
“We have an exciting marketing campaign launching this year to bring to life our British Tennis partnership that will feature Johanna and will serve as a key differentiator in the snacking category to continue driving our growth ambitions.”
Michael Downey, CEO of the LTA said: “Johanna Konta is the biggest women’s tennis star that we have had in Great Britain for a long time and a player who has the potential to rise to the very top of the game. Partnerships are at the very core of our mission to get more people playing tennis more often, and we are delighted to be working with both Johanna Konta and Nature Valley to help achieve this together.”
Nature Valley’s Protein bars (RRP £2.89) give snackers additional benefits that also help tap into the male audience and as the only gluten-free bars in the Nature Valley portfolio, they appeal to coeliacs as well as the growing number of consumers who pick a gluten-free lifestyle. They also contain 20% of your daily protein needs with 10g in each 40g bar.