Beko wins BT award for Eat Like a Pro campaign

The company said the campaign was admired for how it used athlete heroes to deliver a message to tackle obesity

Beko BT award

Pictured left to right: Pablo Walker, Ben Cohen, Zeynep Yalim Uzun, Marc Bruix and Ugo Monye © BT Sport / Beko

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Beko was recently presented with the Individual or Team Partnership Award for its Eat Like a Pro campaign at the BT Sport Industry Awards, which celebrates “the best and bravest in sports marketing”.

According to Beko, its Eat Like a Pro campaign was admired for how it “used athlete heroes to deliver a message to tackle obesity” and was also praised for its “multifaceted elements” involving Beko, FC Barcelona and Unicef to help “make a positive social impact”.

Bekoplc Andrew Parkin

Former England and Premier League footballer Jermaine Jenas was the UK ambassador for the campaign and raised awareness of the initiative by visiting local schools and promoting the Eat Like a Pro website.

Beko partnered with children’s charity Unicef to help prevent childhood obesity through the campaign, pledging €1m to the cause and encouraging people to share their healthy eating habits through a social media campaign, with Beko donating €1 for every post made using the #EatLikeAPro hashtag. The company said it reached the €1m target in just 11 days.

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“We are extremely proud to receive the Individual or Team Partnership Award from Sport Industry, which is a tribute to all of the hard work and dedication of so many people involved in making Eat Like a Pro a resounding success,” said Beko UK marketing head Keval Shah. “It’s the latest recognition of this initiative and we aim to continue to inspire parents and children to eat a healthy diet.”