Whole Earth has announced it will be an official supporter of Team GB in the run up to the Tokyo 2020 Olympic Games, as it aims to boost awareness of the brand’s healthy and wholesome credentials, and drive category growth.

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.

As a natural source of protein and fibre with no added sugar, Whole Earth peanut butter is an excellent nutritional food choice those wanting to pursue healthy and active lifestyles. No stranger to sports sponsorship, the brand is already partner to the British Triathlon Federation (BTF) and lead sponsor of the quirky annual Man v Horse race in mid Wales.

Now the partnership with Team GB aims to showcase the brand’s nutritional benefits on a far bigger stage, whilst tapping into the huge national pride and feel good factor surrounding Team GB.

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.”

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Whole Earth, the UK’s market-leading peanut butter brand, has created the first-ever peanut butter fondue bar in Shoreditch, London, which will be open to the public on November 24^th to 25^th.

Over the two days, the Whole Earth Nut Butter Bar will offer peanut butter fans a unique dining experience including the opportunity to experiment with different dipping combinations, enjoyed in a cosy, plush interior.

Showcasing the flexibility of the spread, the event – designed and managed by experiential agency, Mad River – highlights the different ways that fans can enjoy the natural goodness of Whole Earth nut butters.

Taking visitors on an all-you-can-eat dipping and dunking adventure, Whole Earth will be bringing out favourite winter warmers but with a unique twist, offering both sweet and savoury fondues like Original Peanut Butter and Chocolate Peanut Butter.

At the end of the two-hour long event, diners will be able to take away recipe cards and information to recreate the delicious fondues at home.

To drive ticket sales the event is being supported by dedicated consumer PR and social media activity.

Katrina Farmer, Whole Earth Senior Brand Manager at Wessanen UK, which owns the brand, says: “Peanut butter is not just for spreading on toast. It can be enjoyed in a variety of ways from spooning on to cereal to adding a nutty twist to your favourite curry or as a tasty dip. This is what we wanted to celebrate with our unique Peanut Butter Fondue Bar; the wonder and diversity of our peanut butter. Packed full of protein and fibre, peanut butter fondue offers consumers an indulgent experience but with a healthier dip.”

Whole Earth is known for its innovative marketing campaigns that illustrate the healthy credentials of its nutritious spreads and the different ways they can be enjoyed. Last month, the brand organised a Pumpkin Pilates session to show how peanut butter can fuel consumers through their exercise and encourage them to keep active outdoors during the colder months.

The end of year activity follows a very successful year of fast growth for Whole Earth in the spreads category, which has seen Whole Earth remain the UK’s peanut butter market leader.

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