To fire the marketing starting gun on its official partnership of Team GB sponsorship, food brand Whole Earth launched a multi-channel, digital-first campaign – backed by enhanced social media spend – pitting ‘Team Smooth’ against ‘Team Crunchy’ and backing the athlete #TheWholeWay.
The campaign, created by PR agency Ecotone UK, is hubbed around the brand’s website and spearheaded by a series of YouTube animations featuring Whole Earth peanut butter jars competing in various Olympic sports such as rowing and fencing.
Whole Earth Team GB Rowing from Ecotone UK PR on Vimeo.
The campaign also includes a personalised Team GB jar strand,
as well as a gold medal jar.
The ads and social content all aim to drive consumers to the sponsor’s home page where they can further explore how the brand is supporting Team GB content and where they can enter a friendly competition to play a game to decide whether they are ‘Team Crunchy’ or ‘Team Smooth’ (in peanut butter preference).
Links:
Whole Earth
https://www.wholeearthfoods.com/
Team GB
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