Natural food brand Whole Earth official partner of Team GB for Tokyo 2024
Whole Earth, the natural food brand known for its peanut butter, has announced that it will renew its partnership with Team GB for the Paris 2024 Summer Olympics.
The brand, which was previously Team GB’s partner at Tokyo 2020, will now sponsor a second games. Brits have bought more tickets than any other nation outside of France, and 80% said they are interested in the Games.
With an investment of £3m, Whole Earth will support Team GB through advertising, PR, in-store marketing and social media campaigns.
Whole Earth will seek to increase household penetration by 50%, which represents an £80m category opportunity.
With no added sugar, and as a source of fibre, a plant-based source of protein, and a source of good fats, Whole Earth peanut butter has many nutritional benefits.
“Peanut butter is often seen as a treat rather than an everyday food due to the misconception that it’s not good for us,” said Nicola Turner, Whole Earth Brand Controller at Ecotone UK.
“We want to show that for many Team GB athletes – some of the healthiest people in the UK – Whole Earth peanut butter plays a star role in their diets due to it being full of goodness with no added sugar, and its winning nutty taste.
“We’re excited to come together again to celebrate and support our athletes, to feel inspired and excited for a summer sporting event like no other. Partnering with Team GB is such a natural fit for Whole Earth and we can’t wait to put peanut butter back on the Olympic podium.”
“After a successful partnership with Whole Earth in the run up to Tokyo 2020, we’re delighted to be joining forces again in the lead up to Paris 2024,” added Tim Ellerton, Commercial Director at the British Olympic Association.
“Our participation at an Olympic Games is wholly reliant on the support of our valued partners, and we are looking forward to working with Whole Earth to develop new and exciting plans for the year ahead.”
Image Source: Whole Earth
