Zoe Smith named as an ambassador for Whole Earth's 'Whole Way' to Tokyo campaign
ISC client Zoe Smith has been named as one of four ambassadors from Team GB to feature in the latest marketing campaign of Whole Eats, the official peanut butter of Team GB.
Zoe will appear in the £2M campaign, titled ‘Whole Way to Tokyo’, which aims to champion peanut butter as a natural fuel for active lifestyles. Her fellow Team GB ambassadors are two-time Olympic gold medallist rower Helen Glover MBE, parallel bars World Champion Joe Fraser, and British pole vaulting record-holder Holly Bradshaw.
Using green screen technology, Zoe and her fellow ambassadors will be transported to the illustrated world of Whole Earth in animated shorts that will premiere in July.
Zoe has also declared herself to be on ‘Team Crunchy’ on Instagram. Whole Earth is promoting a friendly competition between ‘Team Crunchy’ and ‘Team Smooth’ across social media, spearheaded by their Team GB ambassadors. Zoe joins Fraser and Bradshaw on Team Crunchy.
The campaign will also help showcase Zoe’s personal, nutritional, and emotional journey to Tokyo, where she hopes to challenge for a medal in the Women’s 59kg event.
About the campaign, Kirstie Hawkins, brand controller at Whole Earth, said:
Each of our Team GB athletes is at the top of their respective sports, and we’ll be with them ‘The Whole Way’ as they go for gold this summer. Our peanut butters are a great source of natural, plant-based power, which the athletes are using to bolster their training diets in the run up to the Games. We’re proud to be right behind them and the whole of Team GB, emotionally and nutritionally.