Spanish football giants Real Madrid unveiled its new partnership deal with European plant-based food company Meatless Farm through an online video spearheaded the partnership’s new conversion campaign aimed at raising awareness of the importance of reducing meat consumption.
The lead spot, posted on 10 March and running across club and company digital and social platforms, is called simply ‘Real Madrid X Meatless Farm and seeks to drive viewers online to learn more about the European plant-based food outfit.
The hero video and supporting digital and social content are linked via the hashtags #BetterBelieveItsReal #MakeItMeatless and the creative sees footballers share their own experiences of reducing their meat intake and Real Madrid nutritionists show how plant-based foods can work within a balanced diet and provide both environmental and performance benefits.
The aim of the alliance is for Meatless Farm and Real Madrid to ‘work together to change the status quo when it comes to tastier, healthier and kinder eating’ and to ‘urge supporters and football fans around the world to join the mission to promote more sustainable eating habits and education around the world’.
The two organisations have begun a joint venture to raise awareness of the vital importance of reducing meat consumption to minimise food’s environmental impact and to promote cultural change for health and wellbeing.
“Meatless Farm embraces both sustainability and nutrition, two fundamental components of Real Madrid and our business strategy,” commented Real Madrid Director of Institutional Relations Emilio Butragueño. “We as a global team have an important role to play in engaging with society to make real changes that will help create a more sustainable world and improve personal health and performance”.
Meatless Farm Founder Morten Toft Bech explained: “If we want to tackle the current climate crisis and the role food plays in it, we need to keep moving forward. Real Madrid is the perfect partner to help achieve this goal, being one of the leading clubs in terms of its commitment to sustainability. The club has the values, ambition, experience, reach and influence to help create a global movement for change.
Comment:
If you’ve ever wondered what a giant football club and a plant-based food company have in common, then this tie-up provides an answer – a shared passion for sustainability, performance and community well-being.
This tie-up also links to Real Madrid becoming the first football club to join the United Nations’ ‘Global Compact’: the world’s largest corporate sustainability initiative and has begun applying its principals to the redevelopment of its Santiago Bernabeu stadium to make the space more efficient and sustainable.
Leave a comment
You must be logged in to post a comment.