Eat Like a Pro / Live Like a Pro

Read the campaign story

Beko and FC Barcelona publicly introduced Eat Like a Pro in 2017, ahead of a planned global rollout in 2018. A later parent-company account links the programme with a 2021 communication refresh under Live Like a Pro. The connected evolution is grouped as one family rather than counted again for later partners, markets or wider themes.

The sources establish organisational intentions and partnership history, not an independent finding that the programme changed health outcomes or environmental behaviour. This study adopts no such result and offers no dietary recommendation. Its subject is the communication decision to connect an existing sponsorship with a practical topic, and the care needed when admiration for sporting achievement could be mistaken for relevant expertise.

Editorial interpretation: a familiar partner can make an unfamiliar message easier to notice, but attention is not the same as credibility on every subject. The partnership needs a clear explanation of who contributes reach, who supplies appropriate knowledge and who is responsible for the programme. Those roles should remain visible rather than merge into a single impression that popularity validates the advice.

Editorial interpretation: a platform can broaden over time when its central relationship remains understandable. Expansion also increases the risk that a memorable line comes to promise more than the programme can deliver. A team should explain what changed, which activities continue and what evidence supports each new claim. Related executions belong together, but their results and responsibilities should not be combined indiscriminately.

Assign each partner a specific legitimate role

Distinguish the attention a well-known organisation brings from the knowledge needed to address the topic responsibly. Do not assume that success in one domain transfers to another. For early concept work, use fictional partners and a low-stakes subject. Ask reviewers who they believe is responsible for the information and whether the presentation gives anyone authority beyond the role described.

Avoid turning admiration into an instruction

People may admire a performer without sharing that person’s circumstances, resources or needs. Frame the communication as an invitation to learn rather than a demand to imitate. Review language for shame, unrealistic comparisons or implied personal inadequacy. Where a topic has health implications, communication research should not substitute for qualified guidance or attempt to measure people’s bodies and habits.

Keep programme evolution accountable

Document the original purpose, the later extension and the boundaries between them. A larger theme should not erase the need for specific evidence about each activity. Ask whether the new expression helps the audience understand a concrete action or merely makes the platform sound more ambitious. Measure comprehension of responsibilities and limits before treating broader awareness as evidence of a successful intervention.

A small test for another brief

Proposed adaptation: create a fictional partnership between a community reading group and a stationery shop to explain how to prepare an accessible event handout, with clearly assigned roles.

Measure whether reviewers understand who provides the venue, who supplies the guidance and what the partnership does not promise. Compare a celebrity-style endorsement with a role-specific explanation using the same factual offer. Ask whether either version encourages unwarranted assumptions about expertise. Retain the partnership framing only when it improves clarity without substituting admiration for evidence or creating pressure to imitate a role model.

Stop if the concept implies health authority, encourages dietary imitation or claims that awareness alone demonstrates a beneficial public outcome.

• Use invented adult organisations and sample text.
• Distinguish the host’s role from the information designer’s role.
• Include no nutrition, children, health data or behavioural targeting.