Ehrmann x Team England - Commonwealth Games 2026
Launching a new high-protein dessert in the UK market called for a bold narrative and instant shopper trial. Partnering with Team England for the Commonwealth Games, Ehrmann set out to build rapid brand recognition, drive supermarket footfall, and secure long-term listing success across the country.
We built a campaign around a provocative, disruptive truth: “You’re (probably) not an athlete… but you need protein.” Rather than relying on hyper-aspirational sports tropes, the strategy mirrored the world of elite athletes against the daily endurance tests of real life, framing the range as an accessible reward for everyday active moments.
An end-to-end national activation brought the partnership to life, fronted by official Brand Ambassador and Olympic Swimmer Freya Anderson.
Grand Central planned and led executions from fuelling elite competitors at Team England’s Kitting Out event to hosting live sampling footprints across nationwide GLL leisure centres and Morrisons store car parks. Complete with interactive challenges, athlete appearances, and high-visibility in-store POS toolkits.
The campaign put the product directly into consumers’ hands, distributing over 5,000 chilled samples across active sports communities and retail locations.
By linking cultural relevance to live trial and shelf-edge impact, the activation established maximum category presence and proved the value of driving brand investment straight to the point of purchase.
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