The first week of May saw FC Barcelona’s official sleeve sponsor Beko link up with the club’s charity partner UNICEF to launch a campaign combating childhood called #EatLikeAPro.
The central, fund-raising initiative sees Beko ask people to share their healthy eating habits on social media using the hashtag and for every post that appears on Instagram or Twitter Beko will donate €1 for UNICEF – with a goal of raising €1m.
The initiative is further incentivised by entering fans who uploading their healthy eating posts into a competition giving them the chance of winning limited-edition Barcelona training and matchday shirts.
The prizes will also feature the #EatLikeAPro sleeve patch.
Prove how you #EatLikeAPro with your video, tag 3 of your friends for a chance to #win a limited edition signed @fcbarcelona training shirt!
Remember, for every post we will donate €1 to @UNICEF to prevent childhood obesity. pic.twitter.com/pYbxZyr7OT— Beko UK (@BekoUK) May 5, 2018
The campaign is promoted through a digital and social campaign led by a player-fronted ‘Want to know FC Barcelona’s best kept secret?’ spot rolling out in tweaked versions for various markets.
Backed up by a set of supporting social content pieces
GOOOOAAL #EatLikeAPro #ElClasico pic.twitter.com/Cr2K1VdwuK
— Beko UK (@BekoUK) May 6, 2018
and some local country videos like this UK spot starring former Spurs and England star Jermaine Jenas,
who also visited local schools spreading the healthy eating message.
We made a surprise visit to a London primary school with our new ambassador ex-footballer & dad @jjenas8 to launch our #EatLikeAPro initiative. Inspiring kids to eat a little bit healthier. Watch him take part in the school’s fitness session #EOD2018 pic.twitter.com/504hijgwyc
— Beko UK (@BekoUK) May 18, 2018
Top morning at Hillbrook Primary in Tooting launching @BekoUK #EatLikeAPro, inspiring kids to eat a little bit healthier! pic.twitter.com/dIsEBQAm20
— Jermaine Jenas (@jjenas8) May 9, 2018
The Barca sponsor is boosting this cause campaign by giving up its sleeve sponsorship slot during the 6 May El Clasico game against fierce rivals Real Madrid and replacing their own logo with the #EatLikeAPro hashtag.
Today we're giving up our logo on the @fcbarcelona shirt for #ElClasico to raise awareness of childhood obesity. For every #EatLikeAPro tweet, we'll donate €1 to @UNICEF in collaboration with @fundacioFCB. Find out more, how we're making a difference: https://t.co/dO4YMTyAIQ pic.twitter.com/h9DBOK7fTB
— Beko UK (@BekoUK) May 6, 2018
Comment:
It seems Messi can even make broccoli emojis cool for kids.
El Clasico, arguably the world’s biggest club match, attracts around 700m television viewers – so this is quite a game for Beko to chose to give up its logo placement rights and offers a serious exposure platform for the Eat Like A Pro campaign.
Other recent Beko/Barca activations include 2017#s #TimeToPlay (see case study) and 2015’s #TeamSpirit (see case study).
Links:
https://www.youtube.com/user/BekoPLCChannel
https://plus.google.com/104038078248438617479/posts
https://www.facebook.com/BekoGB
FC Barcelona
https://twitter.com/fcbarcelona
https://www.facebook.com/fcbarcelona
