Beko Gives up Sleeve Branding to Encourage Healthy Eating for Children

Beko ElClasico EatLikeAPro 2

Eat Like a Pro Campaign by Beko on a Mission to Raise €1,000,000 for UNICEF

On 6 May, during El Clásico (FC Barcelona vs Real Madrid), FC Barcelona premium partner and home appliances brand, Beko, gave up its logo on the players’ shirts, trading it for a very worthwhile and important cause.

Instead of the brand logo, the sleeves worn by the likes of Pique, Messi, Suarez, Ter Stegen and Rakitic have been traded in and read #EatLikeAPro, encouraging supporters from around the world to post about their own healthy eating habits which will, in turn, help Beko raise €1,000,000/£880,945 for UNICEF.

#EatLikeAPro is the brand’s global initiative with FC Barcelona and Club’s foundation, Barça Foundation, that is raising awareness about childhood obesity.

By 2025, if current trends continue, there will be 70 million children suffering from obesity. The brand’s goal is to contribute to reducing this number through its #EatLikeAPro campaign and by supporting UNICEF, a global organisation working for children.

Not only are these much-loved football players showing their support for the campaign, but Beko is encouraging people from around the world to show support by posting about their healthy eating habits on social channels.

For every post, Beko donates €1/£0.88 for UNICEF with a goal to raise €1,000,000/£880,945, in turn helping improve the diets, growth and development of 600,000 children in Latin America.

The initiative has proved a global success to date, with over €500,000/£440,427 raised for UNICEF so far from social media posts using #EatLikeAPro.

The FCB team unveiled their new kits, proudly wearing their sleeves dedicated to the initiative. As a high profile and loved team, the FCB players are the perfect ambassadors for the campaign, encouraging children who look up to them to eat healthier.

UNICEF provides humanitarian and developmental assistance to children and families around the world. The donations raised by Beko will provide families and primary schools with information, tools and support to improve the diets, growth and development of 600,000 children in Latin America.