Aldi pushes healthy eating for Team GB sponsorship

German discounter Aldi is celebrating its British credentials in becoming the first UK supermarket to sponsor Team GB and is planning a raft of activities in the run up to the 2016 Rio Olympics.

Aldi’s campaign supporting its sponsorship of Team GB is focused on healthy eating and fresh British produce, using the title ‘Championing the Great’. Here are some of the main executions the supermarket will use:

  • Aldi has recruited six aspiring Rio Olympic athletes, including the first-ever female Olympic boxing champion Nicola Adams and 2013 BMX World Champion Liam Phillips. The activity will include regular TV ads featuring the athletes and Aldi’s ‘Super 6’ offers, in-store leaflets that will communicate the partnership to shoppers and rebranding all of its 600 trucks to feature the Union flag design and Team GB logo.
  • The supermarket will be giving all 350 Team GB athletes a £25 voucher every month to spend in-store and is launching an online TV platform, The Taste Kitchen, to share the healthy diets of the six ambassadors.
  • Aldi is working with the BOA’s existing education programme in a new initiative called Get Set to Eat Fresh, which will go live in October. It will champion healthy eating among 25,000 schools nationwide, providing print and video content on nutrition for teachers to download for students.
  • Aldi 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 for the chance to represent Team GB at the Rio 2016 Olympic Games. The programme is due to go live in September and will enable the public to search via an online platform for their local homegrown hero, leave a message of support and find out more about their favourite things to eat.