Whole Earth Goes For Gold

It’s always exciting to work on a campaign with real energy behind it and that’s exactly what I got to do with Whole Earth’s latest shopper activation for the Paris 2024 Olympic Games.

With Whole Earth partnering with Team GB, the brief was all about celebrating that connection and encouraging new and lapsed consumers to pick up a jar. The campaign centred around an on-pack promotion, giving shoppers the chance to win a once-in-a-lifetime trip to the Paris Olympics, daily Team GB prizes, and later in the summer, active UK breaks in the Lake District, Snowdonia and beyond.

As the designer on the project, I created a wide range of in-store assets and shopper concepts to bring the promotion to life across multiple touchpoints. One of the standout ideas I worked on was a front-of-store Eiffel Tower installation, complete with Team GB athlete imagery and an athletics track leading into store. It was designed to stop shoppers in their tracks and make the message of ‘The Goodness behind the Greatness’ feel big, bold and impossible to miss.

With the campaign live from January through to mid-September, it’s been brilliant to see the creative out in the wild. This was a project that combined great storytelling, smart design and the feel-good spirit of sport and I’m proud to have helped bring it all together.