Whole Earth Adds Reebok & England Netball
Whole Earth, the natural and organic food brand, owned by Wessanen UK, has announced increases to its sports partnerships for 2017/18.
The brand has announced two partnerships; one with global sportswear and equipment brand Reebok, and another with England Netball. Whole Earth’s existing agreement with the British Triathlon Federation has also been expanded.
As the only food company to partner with Reebok in 2017, Whole Earth will collaborate with the sports brand in a number of projects this year, including multiple sampling initiatives and branding opportunities at Reebok events. Whole Earth has already been part of a European PR launch for Reebok and joined forces with the brand for an on-pack promotion on its peanut butter jars.
Whole Earth has also taken on a new partnership with England Netball and The Vitality Netball Superleague. Whole Earth’s branding will be visible on court for all England Netball and Superleague matches. Whole Earth will also feature in the club newsletter and the partnership will be amplified on social media.
In addition to the two new partnerships, the brand has also increased its reach with British Triathlon, which has added a new event to its roster. The events will be televised for the first time this year, and are expected to attract 2 million viewers at home.
The brand will also continue to sponsor the Man V Horse endurance race in 2017 for the fourth consecutive year.
Katrina Farmer, senior brand manager at Wessanen UK, owner of Whole Earth, said: “We are delighted to have bolstered our commitment to sport through these new and extended agreements. We describe Whole Earth’s products as nature’s wonder fuel – a natural source of protein and fibre, and perfect for fuelling busy, energetic lives.
“Our new sports partnerships with Reebok and England Netball are a great fit for the brand. They will strengthen our association with healthy living whilst enabling us to extend our audience reach with our target consumers – those who looks after themselves, eat well and enjoy an active lifestyle.
“2016 was a great year for Whole Earth, which saw us take the top spot in the peanut butter category for the first time. Peanut butter generally is experiencing some fantastic growth with many recognising it for its nutritional value. We want to keep the momentum going for Whole Earth and capitalise on the market growth, with targeted brand partnerships and marketing activity that will increase our reach.”
