Whole Earth’s big sporting weekend to increase exposure to fitness fans
Whole Earth, the organic food brand from Wessanen UK, will be sponsoring two popular sporting events this weekend; the highly-anticipated Columbia Threadneedle World Triathlon in Leeds and Man V Horse in Powys, Wales.
A first-time sponsor of the Leeds Triathlon and the official nut butter supplier to the British Triathlon Federation, Whole Earth will be reaching a large number of consumers at the event and at home.
The two-day event will be televised on the BBC on Sunday 11th June, increasing the visibility of Whole Earth’s branding to an audience of over 1.2m people, with over 80,000 spectators set to attend the event which will see novice and elite athletes come together to compete.
Over 5,000 competitors, both amateurs and elite – including many of Team GB's Rio Olympians and the Brownlee brothers – will be given samples of Whole Earth’s new Power Balls which will be handed out in the Event Village. The brand will also provide samples of its market-leading peanut butter spread on rice cakes, at a dedicated Whole Earth tent.
The official nut butter supplier has also created a short video to increase awareness of the natural goodness of its peanut butter which will be played on a large screen throughout the course.
Whole Earth is the Official Nut Butter Supplier to British triathlon, using this as a platform to raise awareness of the nutritional value of peanut butter amongst a growing number of members. In addition to the Leeds Triathlon event, Whole Earth will also sponsor the iconic and gruelling Man V Horse endurance race in Wales for the fourth consecutive year this weekend. This pits runners against 60 riders on horseback as they race 23 miles over wild terrain in Powys, mid-Wales.
Kirstie Hawkins, Whole Earth brand controller at Wessanen UK, comments:
“Whole Earth is proud to be part of such fantastic sporting events over the upcoming weekend. Both events give us the opportunity to champion the nutritional value of nut butter and directly reach out to our target audience. More and more athletes are seeing Whole Earth peanut butter as the ideal source of natural protein to fuel their workouts.”
The sponsorship agreements form part of Whole Earth’s wider sports sponsorship strategy to position its peanut butter as a natural source of protein and fibre to help fuel elite athletes, fitness fans, and those who follow an active lifestyle.