The UK’s No.1 peanut butter brand, Whole Earth, has invested over £1.5m to support its partnership with Team GB for the Paris 2024 Olympic Games.
Whole Earth utilised its position as the official peanut butter partner to Team GB in the run up to the Paris 2024 Olympic Games, with an aim to put peanut butter on the podium as a great start to the day.
The campaign ‘Goodness Behind the Greatness’, highlights the link between exercise and a healthy nutritious breakfast. Full of natural goodness, Whole Earth peanut butter contains plant-based protein, fibre and contains absolutely no added sugar.
The brand enlisted over 50 Team GB athletes, including Helen Glover, Matt Richards and Joe Fraser to share their love of peanut butter.
In a 50-strong cyclist event on 19 June, Whole Earth fueled Team GB icons, particpants, and brand ambassadors Dame Laura and Sir Jason Kenny with a nutritious breakfast before embarking on a guided cycle around the iconic London Olympic Park.
The brand has joined forces with TikTok, official partner of Team GB, to create engaging content, such as behind-the-scenes footage, humorous challenges with athletes and insider interviews.
Beyond social media, the brand launched a limited-edition Protein Crunch peanut butter in April which contains over 10% more protein thanks to the addition of crunchy pea pieces in the original recipe.
It is also offering extraordinary consumer experiences, including a daily prize draw, with a unique on-pack promotion. Thousands have already entered for a chance to win tickets to Paris 2024, active holidays, and exclusive Team GB merchandise.
Nicola Turner, Whole Earth brand controller at Ecotone UK says: “We know that when consumers start the day with activity and a nutritious breakfast, they feel energised and restored. That’s been at the heart of our campaign – to put peanut butter on a podium by challenging misconceptions and celebrating its great taste and natural nutrition. Whole Earth is proud to partner the UK’s favourite sports team for Paris 2024 and support our athletes in the journey to greatness.”
Whole Earth is part of the B Corp certified Ecotone family of brands in the UK, alongside Clipper Teas, Kallø and Mrs Crimble’s.
