From TikTok tie-ups to Olympic champion bike rides: Whole Earth goes for gold with impactful Team GB partnership
Whole Earth, the UK’s No.1 peanut butter brand* owned by Ecotone UK, has invested over £1.5m to support its partnership with Team GB for the Paris 2024 Olympic Games with a gold-standard marketing campaign.
In the run up to the Paris 2024 Olympic Games, which is set to reach a global audience in excess of three billion, Whole Earth utilised its position as the official peanut butter partner to Team GB - putting peanut butter on the podium as a great start to the day.
Full of natural goodness, Whole Earth peanut butter contains plant-based protein, fibre and contains absolutely no added sugar – making it the ideal way to kickstart the day.
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Underpinned by the strapline; 'Goodness Behind the Greatness', Whole Earth’s campaign highlights the powerful synergy between exercise and a healthy nutritious breakfast as a winning combination.
To amplify this message, the brand enlisted over 50 Team GB athletes, including Helen Glover, Matt Richards and Joe Fraser to share their love of peanut butter. It also hosted a 50-strong cyclist event on 19 June led by Team GB icons and brand ambassadors Dame Laura and Sir Jason Kenny. Participants were fuelled by a nutritious, Whole Earth breakfast at 7.30am before embarking on a guided cycle around the iconic London Olympic Park.
Furthermore the brand has joined forces with TikTok, official partner of Team GB, to create engaging content. This extended to working with TikTok at Team GB’s Kitting Out event in Birmingham, where all athletes collected their kits, and broadcast on the platform throughout the games. Fans can also look forward to behind-the-scenes content from Team GB House, showcasing athletes in humorous challenges and insider interviews. This initiative builds on the viral success already achieved by Laura Kenny, whose content with Whole Earth has garnered over 1.4 million views.
Beyond social media, the brand launched a limited-edition Protein Crunch peanut butter in April which contains over 10% more protein thanks to the addition of crunchy pea pieces in the original recipe.
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It is also offering extraordinary consumer experiences, including a daily prize draw, with a unique on-pack promotion. Thousands have already entered for a chance to win tickets to Paris 2024, active holidays, and exclusive Team GB merchandise.
We know that when consumers start the day with activity and a nutritious breakfast, they feel energised and restored. That’s been at the heart of our campaign – to put peanut butter on a podium by challenging misconceptions and celebrating its great taste and natural nutrition. Whole Earth is proud to partner the UK’s favourite sports team for Paris 2024 and support our athletes in the journey to greatness.
Nicola Turner, Whole Earth brand controller at Ecotone UK
Whole Earth is part of the Ecotone family of brands in the UK, alongside Clipper Teas, Kallø and Mrs Crimble’s. Ecotone is B Corp certified with a mission to make food for biodiversity and support healthier people and a healthier planet.
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