- As she returns to competitive tennis, Serena Williams is partnering with meal-delivery service Factor to fuel her comeback.
- Through the partnership, the tennis star will showcase a curated menu of meals under a special “Serena Williams x Factor Collection.” The menu will feature a rotating selection of meals personally chosen by the tennis star.
- The company launched the partnership with a new social media campaign created by Maximum Effort.
The partnership is built upon a shared belief that “you shouldn’t have to compromise on what you eat,” said Factor CMO Christopher Stadler. “She genuinely invests time and energy thinking about nutrition and preparing food for herself and her family,” Stadler said. “But Serena isn’t just credible; she’s relatable. She’s one of the greatest athletes of all time, and she’s also a mom building businesses and navigating the same tension between high standards and real life that so many people feel every day.”
Timed to coincide with Williams’ comeback on the court, the new campaign takes a humorous approach to depicting that dedication. In a new spot, Williams sits down with her team for what looks to be a tense meeting. “I’ve made a decision,” she says before a long pause. “I’m going to have the truffle-butter filet mignon.” The visuals then reveal there are five Factor meals on the table, and this serious meeting is about lunch. “That’s a great decision, boss,” one team member says before selecting her own meal. The spot ends with onscreen text reading, “Real food is back too.”
The campaign and partnership are part of Factor’s broader “Let’s Eat Real” positioning, which asserts that one doesn’t have to compromise to eat well, Stadler said. “Everything Factor was built on – quality ingredients you recognize and trust – has always been true,” Stadler said. “But what’s new is that we’re saying it louder, with more conviction, and with a partner who genuinely lives it.”
Factor’s strategy will also call for it to not only deepen its ties with Williams but also to forge new, similar partnerships as it looks to expand its reach, Stadler said. “Partnerships like this help us reach new audiences and show them what Factor stands for,” he said. “Our ambition is to build a world-class wellness brand that earns trust, drives results, and wins with consumers for the long term.”
