Beko was awarded the Individual or Team Partnership Award for its Eat Like a Pro campaign at this year’s much anticipated BT Sport Industry Awards in London.
The BT Sport Industry Awards, which shines a spotlight on the best and bravest in sports marketing, admired how the campaign used athlete heroes to deliver a message to tackle obesity. They also praised the multifaceted elements involving Beko, FC Barcelona and UNICEF, which helped make a positive social impact in a well-executed partnership.
Responding to the global need to reduce child obesity, the leading appliance brand inspired families globally, by working with nutritionists from FC Barcelona to access the eating habits of the players to show the importance of a healthy lifestyle. Ex-England and Premier League footballer Jermaine Jenas was the UK ambassador for the campaign and helped raise awareness of the initiative by visiting local schools and promoting the Eat Like A Pro website which offered a range of fun activities, healthy eating tips and recipes.
As part of the global initiative, Beko partnered with UNICEF to help prevent childhood obesity through its Eat Like a Pro campaign and pledged €1M for this cause. The brand encouraged people all over the world to share their healthy eating habits through an influencer-led campaign on social media, which saw Beko donate €1 for every social media post using the hashtag #EatLikeAPro.
This took place during the run up to El Clásico against Real Madrid in May 2018 and involved the FC Barcelona team unveiling the Eat Like a Pro logo on their shirt sleeves and on the back of the training shirts worn during the build-up to the match. Thanks to this, the campaign achieved major visibility worldwide and reached the €1m target in just 11 days.
Keval Shah, Head of Marketing at Beko UK said: “We are extremely proud to receive the Individual or Team Partnership Award from Sport Industry, which is a tribute to all of the hard work and dedication of so many people involved in making Eat Like a Pro a resounding success. It’s the latest recognition of this initiative and we aim to continue to inspire parents and children to eat a healthy diet.”