Strong Roots had a problem with brand awareness. People recognized the distinctive packaging but the Strong Roots name wasn’t resonating with consumers. In order to address this business need an exciting media sponsorship opportunity was identified. To note, this would be the first time Strong Roots sponsored any broadcast content. The Six Nations is a sponsorship that delivers scale & an association with premium content. Sales saw an increase of 38% from pre to post-campaign, delivered by an awareness increase of 50% to 63% in just 3 months. This sponsorship was also a strategic investment as the company was finalizing investment deals. Six months after this sponsorship, $18.3M was secured.