Whole Earth Partners with Team GB for Paris 2024


With Whole Earth once again being crowned an official partner of Team GB, Activation is offering shoppers the chance to win a once-in-a-lifetime trip to the Paris 2024 Olympic Games—a prize package valued at £10,000. Topped off with 245 daily prizes featuring official Team GB merchandise. The aim? To drive awareness and trial of Whole Earth Peanut Butter with new and lapsed consumers, and convey the wholesome goodness of the product, leveraging their official partnership with Team GB. Nicola Turner, Whole Earth brand controller at Ecotone UK explains:

“Peanut butter is often seen as a treat rather than an everyday food due to the misconception that it’s not good for us. 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”.

The second phase of the promotion aligns with Whole Earth’s wholesome goodness essence and their love of the great outdoors, with three exclusive Active UK breaks up for grabs between July 1st to September 15th. Explore the tranquil waters of the Lake District, conquer the picturesque Dunnerdale Fells on a run, or cycle through Snowdonia’s breathtaking landscapes – perfect wholesome trips for health-conscious shoppers.

Activation doesn’t stop there. They have also curated an array of in-store concepts to breathe life across different POS shopper touch points and assist the sell-in process. To really wow retailers, they even recommended pitching a front of store Eiffel Tower installation with Team GB athletes to reinforce the official partnership.

As the campaign unfolds, shoppers are not only enticed by the allure of prizes but also inspired to embrace the spirit of sporting greatness and wholesome living with peanut butter.