Whole Earth has announced it will be an official supporter of Team GB in the run up to the Tokyo 2020 Olympic Games, as the brand aims to boost awareness of its health credentials and drive category growth.
The one-year partnership will see Whole Earth become the official peanut butter of Team GB, focusing on its natural protein, fibre and no added sugar content.
Activated through advertising, in-store marketing, PR, experiential and social media activity, the brand plans to build excitement ahead of the world sporting event next summer.
Bryan Martins, marketing and category director at brand owner Wessanen UK, said: “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, added: “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.”