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