Babybel has unveiled peeling billboards as it spreads its “Let the Goodness Begin” message ahead of the Olympics.

The two exclusive experiential billboards which play on the classic phrase “Let the games begin”, were produced by creative agency BETC and have appeared in Manchester and London.

To add to the intrigue, both the Manchester and London sites had an actor against the billboard to peel the Babybel.

Further touchpoints include national digital malls and static roadside in a media strategy developed by Spark Foundry.

In addition, PR led activity by Popcorn PR has also seen Babybel collaborate with Heart Radio DJ Mark Wright and three sports professionals including gymnast Max Whitlock, to lionesses and a pro pickleball player.

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The move to tap into the Summer of Sport comes as part of the business’s wider “Join the Goodness” brand platform – which has included a seven-figure super hero inspired back to school campaign.

“As well as setting this challenge for Mark, Babybel has also launched a competition to aid grassroots clubs, as community sport is the perfect environment to help people of all ages to stay active and connect with others in a fun and accessible way,” Babybel’s Ollie Richmond said.

“Stepping outside of your comfort zone can be a daunting prospect, but it can have huge benefits on our wellbeing! Our research showed that lots of us will spend time enjoying watching sport this summer, but Babybel wants to encourage people to join the goodness and get actively involved.”