Leeds agency develops protein plan for Paralympics with John West

Leeds-based creative communications agency Hatch has been appointed by John West following a competition to activate its official partnership with ParalympicsGB this summer ahead of the Paris games.

Hatch, which specializes in PR, content production, social media and activation, will build experiential spaces at ParalympicsGB events both here in the UK and in Paris later this year.

John West is the official protein partner of ParalympicsGB, with the brand’s key message this summer focusing on ‘Felling ParalympicsGB’.

The experiential spaces are designed to support the athletes before and during the Games, but also to engage with them through a specially created TikTok game that will be released to consumers during the Games and personalized gold boxes with John West product.

Matt Peden, managing partner at Hatch, said: “This was a really exciting brief and our experience in both sports and FMCG was perfectly utilized in the execution of our creative concepts which we can’t wait to reveal to the athletes both before and during the games. We believe we have struck the perfect balance between brand messaging and engagement tactics to make this a real success.”

Vikki Babb, Marketing Director at John West, added: “We are delighted to be working with Hatch on this exciting project in the run-up to ParalympicsGB and the Games House in Paris. With less than 50 days until the start of the Paralympic Games, we’re really excited to be engaging with the athletes over the next few weeks as they begin their training – and we’re ready to give them the right fuel to bring home loads of medals! “