Whole Earth has announced it will be an official supporter of Team GB in the run up to the Tokyo 2020 Olympic Games, as it aims to boost awareness of the brand’s healthy and wholesome credentials, and drive category growth.
The one-year partnership will see Whole Earth become the official peanut butter of Team GB. Through an integrated mix of advertising, in-store marketing, PR, experiential and social media, the brand plans to fuel the hopes and aspirations of both athletes and supporters ahead of the world’s greatest sporting spectacle next summer.
As a natural source of protein and fibre with no added sugar, Whole Earth peanut butter is an excellent nutritional food choice those wanting to pursue healthy and active lifestyles. No stranger to sports sponsorship, the brand is already partner to the British Triathlon Federation (BTF) and lead sponsor of the quirky annual Man v Horse race in mid Wales.
Now the partnership with Team GB aims to showcase the brand’s nutritional benefits on a far bigger stage, whilst tapping into the huge national pride and feel good factor surrounding Team GB.
Bryan Martins, marketing & category director at Wessanen UK, ownerof Whole Earth, says: “Team GB is all about celebrating everyday people achieving extraordinary things in a way that truly unites and inspires our nation. It’s about bringing out the best in people, and our country. That’s an ethos that really chimes with our own brand values at Whole Earth – to be good for people, and good for the earth. We’re relishing the chance to put our own distinctive mark on this partnership.”
Tim Ellerton, commercial director at the British Olympic Association, says: “We’re proud and excited to be working with a brand like Whole Earth. Not only are their natural protein products extremely popular with athletes, their approach to sustainability and innovation is something which should be admired. We certainly look forward to the partnership and working together on the road to Tokyo 2020.”