The sponsorship will form part of the brand’s ’Together We Feel Good’ campaign and will include, go ahead! products being sampled at Race For Life events across the country from May to July, reaching over 700,000 women participating nationwide.
Go ahead! products and money off coupons will appear in over 500,000 goody bags given to participants at the events, while brand ambassadors will also give out products to those watching and supporting.
The company’s branding will feature prominently at the events and on the Race For Life website. Race participants will be encouraged to place a message on a bespoke go ahead! message tree, with individual trees planted for the participants in memory of these moments. The status of their tree can then be tracked on the go ahead! website.
Go ahead! will also offer those taking part in Race for Life 2010 and their supporters the opportunity to enter a competition to win a spa weekend break. Its website will also offer participants fundraising ideas and tips to boost sponsorship money.
Alice Cadman, brand director, go ahead! says: “Partnering with Race For Life is a natural fit for go ahead! Supporting such a great cause is important to go ahead! consumers. The campaign is very much focused on getting go ahead! products directly into the hands of our core target audience. We are confident that once they have tasted the range they will have enjoyed it so much that they will go on and make future purchases. This will increase sales and profit opportunities for retailers. We would recommend that retailers stock up on the full go ahead! range to take advantage of the increased demand for the healthier biscuit brand.”