For the second year running, Nature Valley, the official snack bar of the Lawn Tennis Association (LTA), has teamed up with creative agency Space for the return of ‘The Court is Yours’ campaign, to call on the British public to pick up a racket and get playing.
The £2m campaign will focus on supporting 150,000 people of all ages and abilities, following last year’s campaign, which helped in Nature Valley become the number one protein bar brand on the market.
This year, returning Nature Valley brand ambassador and British number one Johanna Konta will be joined by Great Britain Davis Cup captain Leon Smith, who used to coach Andy Murray in his early years. Together, they will encourage people to make their own court wherever they are, with whatever they have at hand.
The campaign, created by Space, is aiming for a reach of over 500m, tripling last year’s numbers through a combined approach across shopper, digital, social and PR.
Over a hedge, across a fence, in the park, in your back garden. You don't need a tennis court, you just need to get out and play. Just ask our ambassador @JohannaKonta . Oh and don't forget that protein bar #naturevalley #thecourtisyours #begreatoutthere pic.twitter.com/4JvDKzC4UT— Nature Valley (@NatureValleyUK) June 21, 2018
Nature Valley brand ambassador, Johanna Konta, commented: “I love the idea of Nature Valley getting everyone active and sharing in a passion for this incredible sport. Whether you’re a beginner or world beater, as long as you have a racket and tennis balls, you’re all set.”
Davis Cup captain Leon Smith added: “Tennis has something for everyone. It’s great that Nature Valley is helping to facilitate play at any age and any ability, all year round.”
For the first time Nature Valley is also be supporting the LTA’s Great British Tennis Weekend on 21st and 22nd July, an initiative to help tennis clubs and venues attract people from the local community to come and try their local tennis facilities and have a go at the sport.
In partnership with four clubs in Eastbourne, Birmingham, Nottingham and south west London, the weekend of play aims to make tennis more accessible for families across the country, encouraging them to visit their local courts and have fun with tennis.
The clubs will be holding a range of free activities, from mini tennis for youngsters, opportunities for families to play together, and showcasing fitness sessions such as Cardio Tennis. The Nature Valley activity at the London club will also welcome Johanna to the event, where she will play with members of the public and share her top tennis tips. To further support tennis in Britain, more than 50,000 Nature Valley bars will be given away during the summer.
Arjoon Bose, marketing head at Nature Valley, concluded: “Our ambition is for everyone in Britain to include a Nature Valley bar in their tennis kit bag. We are delighted to renew our partnership with Johanna Konta and have Leon Smith join the Nature Valley family to keep converting inspiration to facilitation.
“We are excited about continuing our journey with British Tennis by working with both our ambassadors and helping make tennis more accessible to people across the country, whether through creating their own improvised courts or inspiring them to have a go through activity during the Great British Tennis Weekend and offering them a chance to play with the pros, we want to demonstrate the power of sport to connect with our audience and show that tennis can be enjoyed by everyone, anywhere.”
Last year’s campaign saw total brand sales grow +19%, and generated the brand’s highest ever penetration at 15.2% - contributing 70% of total segment growth in the category and leading to the campaign being shortlisted for Campaign of the Year in association with Smart Group at the BT Sport Industry Awards 2018.