Whole Earth, the organic food brand from Wessanen UK, sponsored two popular sporting events on 10th and 11th June; the 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 reached a large number of consumers at the event and also at home as the two-day event was televised on the BBC on Sunday 11th June.
Hundreds of competitors, both amateurs and elite – including many of Team GB’s Rio Olympians and the Brownlee brothers – were given samples of Whole Earth’s new Power Balls which were handed out in the Event Village.
The brand also provided samples of its market-leading peanut butter spread on rice cakes, at a dedicated Whole Earth tent and created a short video to increase awareness of the natural goodness of its peanut butter, which was played on a large screen throughout the course.
The sporting weekend also saw the brand sponsor the iconic and grueling Man V Horse endurance race in Wales for the fourth consecutive year. The race pitted runners against 60 riders on horseback as they raced 23 miles over wild Welsh terrain.
Kirstie Hawkins, Whole Earth brand controller at Wessanen UK, comments:
“Whole Earth was proud to be part of such fantastic sporting events. At both events, we championed the nutritional value of nut butter and directly reached out to our target audience. These were perfect brand platforms for us, as more and more athletes and fitness fans alike see Whole Earth peanut butter as the ideal source of natural protein to fuel their workouts.”
The high-profile sponsorships 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.