Nature Valley has announced Britain’s top female tennis player, Johanna Konta, as its first UK brand ambassador.
The link-up is the cereal bar brand’s latest move to make British tennis a key brand driver. It follows its position last year as the Official Snack Bar of the Lawn Tennis Association and Official Partner of the ATP World Tour Finals in London.
Johanna Konta said: “I’m honoured to be Nature Valley’s first-ever ambassador. I’m excited to help it on its journey towards encouraging more people to pick up a racket and get outdoors in nature whether it’s on court or in the park. Nature Valley has a great range of delicious snack bars, especially its gluten-free Protein variety ones.”
Richard Williams, Marketing Director for Northern Europe at brand owner General Mills, said: “We are thrilled to welcome Johanna Konta on board the Nature Valley family. She is a great role model in Britain today and we’re looking forward to being both the Official Supporter and Snack Bar of choice for Johanna in her quest for becoming world number one.
“With recent additions to the Nature Valley range, we’ve worked hard to ensure our products meet consumer demand for “better for you” snacking options and our gluten-free Protein range in particular really fit this need of a tasty snack.
“We have an exciting marketing campaign launching this year to bring to life our British Tennis partnership that will feature Johanna and will serve as a key differentiator in the snacking category to continue driving our growth ambitions.”
Last month’s Miami Open saw Konta beat some of the world’s greats and take the biggest title held by any British woman in 40 years to achieve her highest world ranking of seven, making her Britain’s most successful female tennis player since 1976. She is now setting her sights on Wimbledon.
