British fresh produce is set to be at the heart of Aldi's promotional activity in the run-up to the Rio 2016 Olympic Games.
The discount retailer, which has an integrated 18-month partnership campaign with Team GB,is Team GB’s first official supermarket partner, and will support all of Team GB’s athletes in the build-up to and during the Rio 2016 Olympic Games.
Aldi will be promoting the partnership across its range of fresh produce, including its signature market-leading Super 6 deal, which sees six different pieces of fresh fruit and veg offered at unbeatable low prices every fortnight.
In 2014, around 40 per cent of Aldi’s fresh produce was British, a proportion that significantly increases during the summer months.
Six aspiring Rio 2016 Olympic Games athletes will represent Team GB as they become the faces of Aldi’s campaign, appearing in national press adverts to promote Aldi’s Super 6 fruit and veg.
The six athletes are:
1. The world’s first female boxing Olympic champion, Nicola Adams MBE
2. 2013 UCI BMX world champion, BMX cyclist Liam Phillips
3. Olympic silver medallist, modern pentathlete Samantha Murray
4. Double World Championship bronze medallist, diver Jack Laugher
5. Olympic gold medallist, taekwondo athlete Jade Jones MBE
6. London 2012 Olympic bronze medallist, gymnast Dan Purvis
Aldi’s partnership supports all Team GB athletes and will see the supermarket offering every team member £25 of vouchers per month to spend in-store.
Over the next 12 months, this could see athletes filling their trolleys with thousands of pieces of fruit and veg, including 81,395 bunches of bananas, 269,230 carrots, 117,966 apples, 362,068 packets of baby plum tomatoes or the same number of cucumbers.
Tony Baines, joint managing director of corporate buying, said: “Since we opened our doors in the UK in April 1990, we’ve worked hard to establish British roots, sourcing locally where possible and building long-term relationships with British suppliers.
'The partnership with Team GB celebrates this and epitomises the spirit of teamwork that is at the heart of how we not only give customers what they want but also respect what matters most to them.”
Aldi will also be supporting the British Olympic Association (BOA) and Get Set, the BOA’s schools education programme, with a new initiative - Get Set to Eat Fresh.
The initiative will champion healthy eating among 25,000 schools nationwide, providing pupils with all the materials they need to learn about nutritious foods.
Baines added: “Our partnership with Team GB will see us championing fresh, Great British produce and meat, which is readily available and affordable to support people in living healthy lifestyles.”
Bill Sweeney, CEO of the British Olympic Association, said: “As we reach one year to go until the Rio 2016 Olympic Games, the support of Aldi is vital in ensuring that our athletes heading to Rio are as best prepared for the Games as they can be and feel a great wave of support knowing that the nation is with them, inspiring them to achieve great performances at Rio 2016.”
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