Whole Earth Wins with Team GB

With Whole Earth once again being an official partner of Team GB, we were thrilled when they asked us to support their shopper activations and create an on pack promotion in the lead up to the Paris 2024 Olympics Games.

The brief was to drive awareness and trial of Whole Earth Peanut Butter with new and lapsed consumers, and convey the wholesome goodness of the product, leveraging their official partnership with Team GB.


The on pack promotion gives Whole Earth shoppers the chance to win a once in a lifetime trip to the Paris 2024 Olympic Games and watch Team GB as they go for gold.  A prize package worth £10,000!  They also have the chance to win 245 incredible daily prizes of official Team GB merchandise to support our athletes in style this summer. 


The second phase of the promotion aligns with Whole Earth’s wholesome goodness essence and their love of the great outdoors, with three exclusive Active UK breaks up for grabs between July 1st to September 15th.  Explore the tranquil waters of the Lake District, conquer the picturesque Dunnerdale Fells on a run, or cycle through Snowdonia’s breathtaking landscapes – perfect wholesome trips for health-conscious shoppers. 

To enter, all shoppers have to do is buy one of the Team GB promo packs found in all major supermarkets, visit Our promotional campaign microsite (built on our in-house ProMotor platform) and upload their receipt to show proof of purchase of their Whole Earth Peanut Butter product for their chance to win. 

The promotion opened on 15th January and is running until 15th September so get yourself to your local store to give yourself a shot of winning the ultimate Olympic experience this summer!


Whole Earth prizes 1



We know strong visibility in store contributes to brand awareness so we created an array of in store concepts to bring the campaign to life across different POS shopper touch points and assist the sell-in process. 

To really wow retailers we recommended pitching a front of store Eiffel Tower installation that would really grab shoppers attention and incorporate the Team GB athletes to reinforce the official partnership. With the products big and bold to showcase the brand, shoppers walk under the arch of the Eiffel Tower and our overarching campaign message ‘The Goodness behind the Greatness’ as they enter the store on an athletics track. Exciting, brand building and unmissable – if this doesn’t get you geared up for the Olympics Games then what will?!




Throughout the campaign period we also created retailer exclusives to boost visibility in store and showcase the Team GB partnership. We created a number of different executions for Whole Earth’s top retailers ensuring the prizes and messaging aligned with the individual retailer’s strategic priorities, their shoppers and their preferred promotion mechanic. Watch this space to see what comes in store!