5 Mar 2025
The Brief
In Q2 2024, The Arnott's Group, a leading Australian food manufacturer, sought to enhance its brand image by aligning with an athlete who embodies health, performance, and dedication. Their objective was to promote Vita-Weat, a product line known for its nutritional benefits, by inspiring young, female consumers to choose it as a healthy and convenient lunch option.
Solution
W Sports & Media facilitated a partnership between The Arnott's Group and Jessica Hull, an Australian middle-distance runner. Jessica's commitment to nutrition and her active lifestyle made her an ideal partner for Vita-Weat.
Outcome
The collaboration kicked off in May, focusing on Jessica's pre- and post-run nutrition whilst preparing for the Paris Olympics. The content resonated with her audience, accumulating:
258,000 plays
94,000 accounts reached
289 hours of watch time
Jessica’s involvement resonated with health-conscious consumers, enhancing Arnott’s brand image and reinforcing its commitment to promoting nutritious eating habits.
The relationship evolved into a long-term ambassadorship following a successful Olympic campaign for Jess, where she secured a silver medal.
To date in 2025, the two videos posted have accumulated over 765,000 views, with a consumer promotion set to launch soon.
For more information about working with Jessica or other talent represented by W Sports & Media, please contact admin@wsportsandmedia.com.au.