Proud stories - Whole Earth

Kirstie Hawkins, Whole Earth brand controller at Wessanen UK, on how the nut butter brand has engaged with consumers through sports sponsorship.


"Whole Earth foods, owned by Wessanen UK, wanted to raise awareness about its products being a natural source of protein, with its 'Fuel Good Feel Good' campaign. Alongside a six-month outdoor advertising drive and a partnership with blogger and endurance athlete Sophie Radcliffe, we furthered aligned Whole Earth with sport and fitness, with significant increases to the brand’s sports partnerships for 2017/18.

"We created new partnerships with two high-profile sports organisations; global sportswear and equipment brand Reebok and England Netball. Moreover we also increased our involvement with the British Triathlon Federation (BTF) and committed to sponsoring two large-scale events this year, including the recent Leeds Triathlon, which was televised on BBC reaching 1.2m people at home, in addition to 80,000 spectators and 5,000 competitors. We also maintained our partnership with Man V Horse, sponsoring the endurance race in Wales for the fourth consecutive year.

"Through our sports partnerships, we’ve been able to put our existing and new products in the hands of our target consumers. This has given us the chance to directly engage with consumers; get them excited about the brand and educate them about the natural goodness of our nut butters. It also provided us with lots of engaging, relevant content for our social media channels, which resulted in a high level of interaction from our followers and introduced new consumers to the brand. At Man V Horse, we served more than 2,000 power balls, our new nut butter-based snack, and through our partnership with the BTF, with an activation featuring a tent and giant jar of peanut butter, we served more than 10,000 consumers with peanut butter and power balls."

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