With one year to go until the start of the Rio 2016 Olympic Games, discount grocer Aldi has ramped up its sponsorship activity that has seen it create an online TV channel to show what Team GB athletes eat.
Aldi has pledged to give every Team GB member £25 of vouchers every month to spend in-store on the food they’ll need to fuel training in the run up to the Olympic Games in Rio.
This is part of a wider online campaign that has seen Aldi create a video platform, The Taste Kitchen, which will see athletes talk about their diets and offer tips and recipe advice.
The grocer has recruited six Team GB athletes to front the activity, including 2012 boxing medallist Nicola Adams MBE, taekwondo athlete Jade Jones MBE and gymnast Dan Purvis.
Meanwhile, in support of the British Olympic Association (BOA) and Get Set, the BOA’s schools education programme, Aldi has kicked off an initiative called ‘Get Set to Eat Fresh’ which aims to champion healthy eating among 25,000 schools.
Aldi is hoping the partnership with Team GB will cement its position as a retailer of fresh, Great British produce and meat, which is readily available and affordable.
Bill Sweeney, chief executive of the British Olympic Association, added: “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.”
Other activity involves Aldi supporting Team GB’s Homegrown Heroes initiative, which aims to encourage the public to get behind their local Olympic athlete.
The programme lets the public search via an online platform for their local Homegrown Hero, leave a message of support and find out more about what they like to eat.
The Taste Kitchen is set to launch later this month, the Homegrown Heroes programme will go live in late September and Get Set to Eat Fresh will roll out in October.
Aldi's plans to plans to open 130 new stores as part of a £600m UK expansion will also see it hire 8,000 more staff in the over the next year.