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.
Bryan Martins, marketing & category director at Wessanen UK, owners of 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.”