Jun 23, 2017 • By

Nature Valley, tennis star, urge Brits to the courts

She’s the first British woman tennis player to be ranked in the top 10 in 32 years. So it’s natural for Johanna Konta – who is helping Nature Valley UK spur interest in tennis – to be eager for next month’s Wimbledon championships in London.


Konta has been turning heads in the UK, and not just for her 5-foot-11 stature. British tennis fans have viewed her as a rising star for some time.

As the big stage of Wimbledon nears, Nature Valley is delighted that she has joined the brand’s effort to encourage people across England to find a court to move them from watching to playing.

“The Court is Yours” campaign supports Nature Valley’s shared mission with the British Lawn Tennis Association (LTA) to get more people outdoors to play tennis.

A 60-second spot featuring Konta, launched this week, introduces the campaign. With the onset of the British major events season, the spot reflects the everyday side of tennis: The hits, the misses and fist pumps.

“I’m honored to be Nature Valley’s first British ambassador,” Konta says. “I’m excited to help them on their journey towards encouraging more people to pick up a racket and get outdoors.”

Known as “JoKo,” she’s a fitting first spokesperson for Nature Valley, the Official Snack Bar of the LTA and Official Partner of the ATP World Tour Finals in London starting last year.

Tennis is considered the second most followed sport in the UK after soccer. That’s in no small part because of Andy Murray’s Wimbledon triumphs, rise to world No. 1 ranking and spurring Great Britain’s 2015 Davis Cup win, the country’s first since 1936.

And then there’s Konta, who has wowed tennis fans with her devastating serve and powerful baseline play.

Earlier this year, Johanna was nominated by the LTA as the lead face for British Tennis major summer WTA events in Nottingham, Birmingham and Eastbourne and an ambassador for its Tennis for Kids and British Tennis Membership program.

She will feature prominently in the campaign, which will help people find where they can play tennis, for free. Select shoppers and customers also have a chance to win exclusive coaching clinics with Konta.


“Johanna Konta is the biggest women’s tennis star that we have had in Great Britain for a long time,” says Michael Downey, CEO of the LTA. “Partnerships are at the very core of our mission to get more people playing tennis more often, and we are delighted to be working with both Johanna and Nature Valley to help achieve this together.”

Louise Hardman, UK brand manager for Nature Valley, says Nature Valley’s purpose with the campaign is to show how the sport is easy to get into, and that getting out has its own rewards.

“Nature Valley is all about encouraging people to make the most of going outdoors in nature,” says Louise. “The Court is Yours celebrates our partnership with the LTA at a time when grass roots tennis participation is looking up in Britain after many years, and we have new rising stars such as Johanna. We want to encourage everyone to get out in nature and have a go at one of our great national sports, no matter their level.”


Nature Valley’s association with Johanna Konta provides a powerful role model for anyone interested in playing tennis, says Arjoon Bose, who leads the Snacking Business Unit for General Mills UK & Northern Europe. “Our long-term ambition is, of course, to have a Nature Valley bar in every tennis kit in the nation.’’

Nature Valley will be showcasing its highly successful gluten-free Protein range as part of the partnership, which addresses consumer preferences for “better-for-you” snacking options on and off the tennis court.

Nature Valley’s launch of a Protein Coconut & Almond bar this month features a flavor combination with two of the most on-trend ingredients. British Tennis fans at the ATP World Tour Finals in 2016 voted for the combination to be launched as the next Nature Valley Protein bar.


Not only are tennis fans behind the bar but Konta also is backing its benefits.

“Nature Valley has a great range, especially its gluten-free Protein variety ones,” she says “It’s great for me to have a snack bar with ingredients that are both delicious and nutritious – the Coconut & Almond one certainly be will be in my kit bag.”

The Court is Yours campaign went live this week on social media, billboards and in stores.


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