The celebratory jar features an on-pack promotion with the top prize of a once-in-a-lifetime trip for two people to Tokyo, with tickets to see seven Olympic events. It also includes an exclusive visit to the Team GB House – a leisure zone for athletes – premium accommodation and spending money.
To further encourage support for Team GB and drive in-store purchase, there will also be daily giveaways with 1,000 items of Team GB merchandise up for grabs until the end of May.
The limited-edition packs will start rolling out in all retail channels from the end of February with the aim of encouraging support for Team GB, while pointing towards the nutritional goodness of peanut butter.
The special label design will adorn over 8m glass jars of Crunchy, Smooth and Organic varieties alongside one of Whole Earth’s newest spreads, Dark Roasted. It will also appear on the on-pack stickers of over 200,000 of Whole Earth’s 1kg tubs from April.
Featuring a gold medal and ribbon design, the packs proudly celebrate the UK’s no.1 peanut butter as an official supporter of Team GB in their journey to Tokyo 2020.
Kirstie Hawkins, Whole Earth brand controller at Wessanen UK, comments: “We have a brilliant opportunity to use our unique position as the UK’s number one peanut butter and official supporter to Team GB to get everyone across the country behind our inspirational athletes and show that we’re with them the whole way. The special Team GB packs are a big part of this and we’re confident the eye-catching, sport-focused design, alongside an unmissable competition opportunity, will help to drive sales growth and shine a spotlight on the category.”
Whole Earth will also amplify the Team GB partnership with an integrated mix of advertising, in-store marketing, PR, experiential and social media.
No stranger to sports sponsorship, Whole Earth is already partner to the British Triathlon Federation (BTF) and lead sponsor of the quirky annual Man v Horse race in mid-Wales.