Category:Fmcg Marketing Strategy Of The Year
The Court Is Yours is Nature Valley’s nationwide mission to fuel mass participation in British Tennis. Partnering with the LTA and recruiting Nature Valley brand ambassador and British women’s No.1 Johanna Konta, we rallied the nation to pick up a racket and play more tennis, whatever their age, sex and talent.
We declared any surface a court, democratised tennis by breaking down perceived ‘members club’ cultural barriers preventing people playing, and demonstrated ease and accessibility to play tennis anywhere. Our campaign celebrated inclusivity and diversity, championing all levels or players.
Our integrated campaign was amplified through OOH, social media, PR, print and shopper. We also created a full-size tennis court in Westfield mall championing equality through a tribute that recreated the iconic ‘Battle of the Sexes’.
The Court Is Yours demonstrated that FMCG brands can create meaningful relationships in sport and inspire the nation to participate in tennis.