Kick starting its Team GB sponsorship, Whole Earth, the UK’s leading peanut butter brand, is drumming up team spirit through a multi-channel campaign, supported with enhanced social media spend.
Launching in February, YouTube animations featuring Whole Earth peanut butter jars competing in various Olympic sports, aim to guide consumers to wholeearthfoods.com where they can engage with a plethora of Team GB content.
Shoppers will have the opportunity to purchase their own personalised, Team GB-branded peanut butter jars (£10 per jar, 340g) for the first time ever from the online webstore.
The brand is also encouraging a bit of friendly competition, tasking webpage visitors to play a game to decide whether they are ‘Team Crunchy’ or ‘Team Smooth’ in peanut butter preference. All players will be added to a prize draw for a chance to win a range of Team GB merchandise. Keen competitors can track the winning choice via a colour-coded map identifying the ‘Smooth’ and ‘Crunchy’ hotspots across the UK.
To increase visibility with shoppers, Whole Earth is supporting the campaign with enhanced visibility at in-store and e-commerce point of purchase, as well as running an on-pack promotion on core SKUs across grocery, convenience, the health food trade and the Whole Earth online store. The lucky winner will receive entry to seven of the Tokyo 2020 (in 2021) Olympic Games events and accommodation, in order to cheer Team GB on in person.*
Kirstie Hawkins, Whole Earth brand controller, said:
The rescheduling of the Olympic Games in 2020 has enabled us to regroup and come back this year with bigger and better plans. As the nation looks forward to cheering on Team GB, we wanted to reward our shoppers with exciting chances to win prizes, as well as getting their hands on a limited edition, personalised keepsake of their favourite nut butter. In drumming up a bit of friendly competition and national excitement around the games, Whole Earth and our customers will be with Team GB the ‘Whole Way’ to Tokyo!
Tim Ellerton, Commercial Director at Team GB said:
We are really proud to partner with Whole Earth and to launch their campaign for 2021. The ‘With you the Whole Way’ campaign is fun, exciting and brings to life the journey of our athletes ahead of Tokyo 2020 in 2021. We look forward to celebrating this year with Whole Earth as a valued supporter of Team GB.
Whole Earth is an official supporter of Team GB and continues to focus on its ‘Good for you, good for the Earth’ strategy in 2021.
Whole Earth has a commitment to championing global biodiversity and is supporting the Sumatran Orangutan Society (SOS) with a pledge to aid reforestation in Sumatra, Indonesia.