Serving up increased sales, market share and tennis participation.
Nature Valley wanted to get Britain outdoors and fuel active lifestyles with their snack bars. With a Lawn Tennis Association (LTA) partnership in play, the brand needed a campaign idea that would breakdown elitist perception barriers and make tennis more inclusive and accessible.
Introducing “The Court Is Yours”, our rallying cry for the past three years that has seen Nature Valley encourage people to grab a bar, pick up a racket and play outside whilst promoting the social, mental and physical benefits of the sport.
We partnered with Johanna Konta, Britain’s No.1 female tennis player, and Leon Smith, GB Davis Cup captain to promote our message outdoor, on court, in-store and on social media. We sponsored “The Battle of the Sexes” film, transformed Westfield Shopping Centre into a tennis arena and recreated a match watched by over 100,000 people on Facebook Live.
When the brand deepened its LTA relationship with three headline sponsorships, we activated at the Nature Valley International @ Eastbourne, the Nature Valley Classic @ Birmingham and the Nature Valley Open @ Nottingham. And, encouraged the public to attend free tennis sessions at over 1000 clubs as part of the Nature Valley Big Tennis Weekends.
The results over the past three years have been smashing; Sales growth of 20%, market share increased to 9.3% (vs. 8.5%), added 1.8 million buyers to the brand and, in the past 12 months, increased participation at Nature Valley Big Tennis Weekends by 67%.
- Sales Growth
- Market Share vs 8.5%
- Increased participation at Nature Valley Big Tennis Weekends (2019)
- 1.8 Million
- New Nature Valley buyers
Winner of Institute of Promotional Marketing 2018 Gold Award for Most Effective Sponsorship
Winner of Institute of Promotional Marketing 2018 Silver Award for Most Effective Partnership
The Court Is Yours
Serving up increased sales, market share and tennis participation. An on-going rallying cry to get more people to grab a bar, pick up a racket and play outside; communicated outdoor, on court, in-store and on social.