The
Brief

John West needed an activity to bring to life their new brand campaign – Fuelling ParalympicsGB – and to highlight the ‘fuelling’ and ‘high protein’ messaging at every touchpoint.

The two activations would be taking place within athlete-only areas, meaning activity would need to be tailored to the wants and needs of the athletes, but also be something they could share on social channels.

All aspects of the experience had to be inclusive, accessible and diverse.

The
Solution

/ Events

/ Activation

/ TikTok

/ Creative

/ Stand Design

The nature of the events meant we had to appeal directly to athletes, who would be in different mindsets at each location.

We used insight from our extensive sports activation experience to leverage athletes’ excitement and hope at the Loughborough kit-out activity – which took place just after the ParalympicsGB team was announced – as well as implement an interactive game which would appeal to their competitive nature.

The Paris activity, taking place during the Games itself, was much more reflective and photo-led, so that athletes would be comfortable to interact with John West regardless of whether they had already competed or not, and won or lost.

Along with meeting John West’s brief, Hatch had to ensure we also achieved buy-in from ParalympicsGB to ensure all stakeholders and partners were considered.

• For the Loughborough kit-out event, we created a chill-out lounge area with charging stations where athletes could relax and ‘refuel’ both themselves and their phones.
• Our headline message of ‘Fuelling You to Gold’ was supported by a photo opportunity where athletes could grab a GB flag and pose with a ‘gold medal’ version of a John West tuna can, which was personalised with each athlete’s name, and then share their picture on social media.
• They could also grab various John West products from our vending machine, which we had bespokely made to ensure it could accommodate a variety of products that would dispense in a fully accessible way.
• We also developed a bespoke TikTok game filter, which athletes could play to fill up a ‘protein meter’ by trying to catch various John West products to achieve a high score. The game was developed to be fully accessible so it could be controlled purely by head movements rather than require any dexterity. To encourage game play and a competitive element, a screen on the stand featured a reel of attempts by other athletes, including John West ambassador and ParalymicsGB legend Kadeena Cox.

Moving on to Paris, the experience was re-tailored to a photo opportunity, featuring a backdrop that complemented John West’s social media campaign.

Athletes were incentivised to share their photo to their followers on social media before picking up some John West product from our bespoke vending machine. The stand area was also used as a platform to film various Q&As with athletes which were then posted on John West’s own social channels.