Oberto Signs On as Official Beef Jerky of Tough Mudder

Will serve as an experiential partner at U.S. extreme endurance challenges

Published in CSP Daily News

SEATTLE -- Oberto, a leading jerky brand, has announced its new partnership with Tough Mudder, a major obstacle course series. Oberto is joining the Tough Mudder family to promote the Oberto America's PROtein campaign, which urges consumers to eat well and be active.

Oberto will be an experiential partner at all Tough Mudder events in North America with sampling and onsite fan engagements. Additionally, as Mudders complete an onsite fit challenge, Oberto will make donations to Wounded Warrior Project totaling $100,000.

"Partnering with Tough Mudder is a great opportunity for us to showcase our all natural jerky at events with fans looking to 'eat excellent' and 'be excellent'," said Greg Yahn, vice president of marketing for Oberto Brands. "The Mudders participating in these events are living active lifestyles, and those who take on the fit challenges are helping raise awareness and funds to support Wounded Warrior Project--something that is very important to us here at Oberto."

The alliance between Oberto and Tough Mudder will highlight Oberto's America's PROtein campaign--a yearlong partnership between Oberto and some of the world's greatest athletes, including Louie Vito and Brian Urlacher, as well as celebrity trainer and nutritionist, Harley Pasternak. As part of the campaign, Oberto and influential athletes will come together to inform fans of the value and role of lean, all-natural protein in their daily lives.

"It's great to not only see a brand like Oberto encourage people to be active and eat well, but also give generously to nonprofits like Wounded Warrior Project," said Simon Massie-Taylor, senior vice president of partnerships and brand adjacencies at Tough Mudder LLC. "Oberto's donation will make a significant impact on the lives touched by Wounded Warrior Project."

Brea Kratzert, strategic partnership director at Wounded Warrior Project, said, "Oberto is a terrific match for WWP because we strive to encourage warriors to nurture their minds and bodies, and Oberto's focus on helping consumers maximize their active, healthy lifestyles aligns with our values. We are excited about the awareness Oberto can bring to Wounded Warrior Project and are grateful for their donation."

Tough Mudder endurance challenges test participants' toughness, fitness, strength, stamina, mental grit and teamwork. They are designed to push people past their physical and mental limitations while additionally working as a team.

The Wounded Warrior Project, with headquarters in Jacksonville, Fla., is recognizing its 10th anniversary, reflecting on a decade of service and reaffirming its commitment to serving Wounded Warriors for their lifetime. Its mission is to honor and empower wounded warriors. WWP's purpose is to raise awareness and to enlist the public's aid for the needs of injured service members, to help injured servicemen and women aid and assist each other and to provide unique, direct programs and services to meet their needs.

Family-owned Oberto Brands, a leader in the meat snacks category, was established in Seattle in 1918. The Oberto family still remains an integral part of the business. Oberto Brands' products are found primarily in convenience stores, as well as on grocery aisles and club stores throughout the United States.

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