One of many Olympic Games commercial partners activating around the one year to go until the start of Rio 2016, discount grocer Aldi ramps up its Team GB sponsorship with a countdown campaign and a new web TV channel showing just what British Olympians eat.
As the German-based supermarket aims to strengthen its British credentials, the first week of August sees it roll out a 365 days to go spot under the title #Championing TheGreat.
First posted on its YouTube channel on 5 August, the countdown campaign phase is further supported by a set of digital and social assets,
Under a year to go until #Rio2016, inspire @teamgb with a message of support #BringOnTheGreat http://t.co/sEfmPTMJrv pic.twitter.com/p8XrtIsmtw
— Team GB (@TeamGB) August 7, 2015
Want to find out more about Aldi’s @TeamGB partnership? Click here: https://t.co/m73ANVd3vt #ChampioningTheGreat pic.twitter.com/geAoFJ1YNo
— Aldi Stores UK (@AldiUK) August 5, 2015
These include a Twitter-led consumer amplification strand incentivised by a signed shirt giveaway.
RT and tell us your FAV sport for a chance to #WIN a @TeamGB t-shirt signed by these athletes! #ChampioningTheGreat pic.twitter.com/IFiGEdOdrI
— Aldi Stores UK (@AldiUK) August 5, 2015
Another campaign strand sees Aldi announce its pledge to give every single member of Team GB £25 of vouchers every month to spend in-store ‘on the food they’ll need to fuel training in the run up to the Olympic Games in Rio’.
This voucher initiative links to the launch of Aldi’s new online campaign revolving around an online video platform, The Taste Kitchen, which will focus on athletes discussing their diets and offering fuelling and training tips, plus recipe advice.
The sponsorship work links to Aldi’s wider campaign to encourage the UK to eat fresh and affordable ‘Great British Food’.
This online TV platform launch will revolve around the six Team GB athlete ambassadors who Aldi is supporting in the Games build up.
These stars – Nicola Adams, Jade Jones, Jack Laugher, Samantha Murray, Liam Phillips and Dan Purvis – are internally referred to by the sponsor as the ‘Aldi Team GB Super 6’ and the brand is using its own media assets – such as its website and Twitter feed – to promote the athletes to its customers.
Say hello to @TeamGB diver @JackLaugher! #ChampioningTheGreat https://t.co/7BrFDI2ehB pic.twitter.com/HJvebKH9KK
— Aldi Stores UK (@AldiUK) August 7, 2015
They will feature in the webfilm series and aim to inspire shoppers to eat healthier and fresher.
The work also supports the British Olympic Association’s own schools education programme – ‘Get Set to Eat Fresh’ – which aims to champion healthy eating among 25,000 schools nationwide.
The supermarket brand is also supporting Team GB’s Homegrown Heroes initiative: which aims to encourage the public to get behind their local Olympic hopefuls as they train hard for the chance to represent Team GB at the Rio 2016 Olympic Games.
‘Since we opened our doors in the UK in April 1990, we’ve worked hard to establish British roots, sourcing locally where possible and building long-term relationships with British suppliers,’ explains Tony Baines, Aldi’s joint managing director of corporate buying in the UK.
‘Our partnership with Team GB will see us championing fresh, Great British produce and meat, which is readily available and affordable to support people in living healthy lifestyles.’
‘As we reach one year to go until the Rio 2016 Olympic Games, the support of Aldi is vital in ensuring that our athletes heading to Rio are as best prepared for the Games as they can be,’ added BOA CEO Bill Sweeney.
Comment
It was back in March that Aldi first announced its new Team GB tie-up as it became the BOA’s first ever Official Supermarket Partner.
The announcement was accompanied by a video covering Team GB athletes Samantha Murray and Liam Phillips visiting the Aldi store in Tamworth.
Part of the strategy behind Aldi’s British Olympic partnership is to solidify its UK heritage and strengthen its ties in the country.
Aldi, based in Germany, has seen remarkable UK growth in recent years and now employs 24,000 staff across 560 UK stores.
Indeed, its plans include further growth to reach 1,000 UK stores by 2022.
According to the supermarket, more than half of all Aldi’s UK store products are produced in Britain.
Bill Sweeney, Chief Executive Officer of the British Olympic Association, said:
‘We’re delighted to have Aldi join us on our road to Rio 2016 and their support will play a key role in the team’s success at the Olympic Games,’ said Sweeney at the time.
‘Their drive for excellence matches our own and we’re looking forward to working with them on our community and sporting engagement programmes, as well as supporting the athletes heading out to Brazil next year. Aldi is a growing, impressive brand in the UK and is a great fit with Team GB.’
Links
Aldi Team GB Website:
https://www.aldi.co.uk/en/about-aldi/useful-information/team-gb/
Aldi Facebook:
https://www.facebook.com/AldiUK
Aldi Twitter:
Aldi YouTube:
https://www.youtube.com/user/AldiUK
Team GB Website:
