Whole Earth becomes Official Peanut Butter partner of Team GB for Paris 2024

Whole Earth, the natural food brand owned by Ecotone UK, has announced that it will renew its partnership with Team GB in the run up to the Paris 2024 Olympic Games.

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After a successful partnership for the Tokyo 2020 Olympic Games, Whole Earth will sponsor Team GB again to cover a second Olympic Games – bringing together the UK’s favourite peanut butter with the nation’s most popular sporting team[1].

With Paris 2024 taking place so close to home, excitement in the UK is at a high: in the first phase of sales Great Britain bought more tickets than any other nation outside of France[2], with over 80% of UK adults reporting having an interest in the Games[3].

Delivering an integrated mix of advertising, in-store marketing, PR, experiential and social media, Whole Earth will support Team GB’s athletes in their preparation for Paris 2024 and showcase the goodness of peanut butter in its biggest all-year-round marketing campaign to date representing an investment of around £3m.

As the market leading peanut butter brand, Whole Earth will tap into the high-profile partnership to help recruit new people into the category and ultimately seek to increase household penetration to 50%, the same level of honey – representing an £18m category opportunity. Peanut butter consumption is currently at only 42 per cent in the UK, compared to the likes of the Netherlands and the US, which in both cases is above 80%.

Through association with Team GB, Whole Earth will address one of the key barriers to the purchase of peanut butter – the common misconception around health.

As a natural source of plant-based protein and good fats, a high source of fibre, and with no added sugar, Whole Earth peanut butter is nutritious and full of natural goodness – ideal for those wanting to pursue healthy and active lifestyles.

The brand will champion its full core range in the campaign – from its 1kg tubs through to its glass jars and innovative squeezy Drizzler peanut butters.

Tim Ellerton, Commercial Director at the British Olympic Association, says:

After a successful partnership with Whole Earth in the run up to Tokyo 2020, we’re delighted to be joining forces again in the lead up to Paris 2024. Our participation at an Olympic Games is wholly reliant on the support of our valued partners, and we are looking forward to working with Whole Earth to develop new and exciting plans for the year ahead.

Nicola Turner, Whole Earth brand controller at Ecotone UK, says:

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.
We’re excited to come together again to celebrate and support our athletes, to feel inspired and excited for a summer sporting event like no other. Partnering with Team GB is such a natural fit for Whole Earth and we can’t wait to put peanut butter back on the Olympic podium.

Committed to demonstrating the health value of peanut butter, Whole Earth is also a long-term headline sponsor of the quirky annual Man v Horse race in mid Wales as well as previously partnering with The British Triathlon Federation for many years.

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Whole Earth Packshot Crunchy 1kg Tub  Jan 2020.jpg
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Notes to editors

-       [1] Team GB is the nation’s most popular sports team according to a poll by YouGov from  Q2 2023

-       [2] https://olympics.com/en/news/paris-2024-ticketing-first-phase-figures

-        [3] a nationally representative survey with 2,500 participants carried out by independent research agency Netfluential/Karen Wise Research July 2023

-        Whole Earth joins adidas, Aldi, Bird’s Eye Green Cuisine, Dreams,Old El Paso and more in supporting Team GB for next year’ biggest sporting event.

For more information on Team GB contact Beth.Sims@TeamGB.com

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