Dirt & Glory Facilitates Exciting Partnership for Compeed and parkrun

Editorial agency Dirt & Glory Media has announced its latest work with long standing client Compeed to facilitate an exciting three year partnership with parkrun. As the UK’s largest weekly free community event, Compeed will team up with parkrun to encourage and support the public to embrace active and healthy lifestyles.

As the official blister plaster partner in the UK and Ireland, Compeed will be present at parkrun events, offering blister prevention and management tips to participants, as well as opportunities to sample Compeed products. The partnership also sees Compeed and parkrun collaborate on digital content, including social media posts and blog articles, to share advice and insights on how to maintain healthy and happy feet while pursuing an active lifestyle.

Introducing the two organisations and coordinating negotiations, Dirt & Glory Media activated the partnership through their signature editorial lens, after realising the endless potential for online storytelling. Operating as an extension of Compeed’s internal team to bring the campaign to life across multiple touch points, Dirt & Glory created an uplifting launch film to  promote what parkrun is all about, with the intention to harness further opportunities to spotlight the wonderful people that take part in parkrun every weekend. 

Whilst Compeed will be present at parkrun events to put their plasters in the hands of participants, Dirt & Glory will coordinate the online storytelling and brand communications from behind the scenes, with the aim of creating a huge impact for the brand across the three-year partnership. 

Andrew Allen, creative director at Dirt & Glory Media, comments on the partnership: “As an agency, we have long believed parkrun and Compeed would be an incredible match. 

Not only does the UK’s most popular blister plaster brand now have access to a huge audience of runners, walkers and volunteers, many of whom will need help looking after their feet, but we’re also bringing together two organisations who are committed to helping people embrace life and do the things they love. 

We love working with Compeed and they’ve always trusted us to be guardians of their brand on the online content creation front. So many people take part in parkrun events every weekend that the potential storytelling opportunities are endless. The Dirt & Glory team recently visited Gunnersbury parkrun in West London to get a flavour of what makes parkrun so special and we had such a fun morning chatting to their passionate and diverse participants; parkrun really is for everyone, whether you’re running, walking or volunteering.”

Andrew Wormald, Compeed brand manager at Perrigo, adds: "We are absolutely thrilled to be partnering with parkrun whose inclusive community events we’ve long admired. We know that blisters can be a frustrating obstacle for anyone who wants to be active, and we're excited to be able to support parkrunners and parkwalkers through our new partnership. parkrun's growth in the last 19 years has been a huge success story and we hope with our backing it can continue to expand its footprint both in the UK and Ireland.”

For more information about the partnership visit - https://www.compeed.co.uk/parkrun/