Frive will stage a mid-race takeover at mile 18 of the London Marathon, aiming to turn one of the course's toughest stretches into a charged support zone for runners and spectators.
Mile 18 is widely known as the point where many runners hit “the wall” as glycogen stores run low. Frive's activation targets that moment with free food, music and visible encouragement designed to lift spirits and refuel bodies.
Highlights
- Free meals: Freshly made Frive dishes such as jerk chicken and chicken korma will be offered to both runners and supporters as protein-rich mid-race pick-me-ups.
- Live music: DJs will perform from the back of a Frive tractor, with MCs broadcasting live shoutouts and motivational messages as runners pass.
- Personalised support: Spectators can collect graffiti-style cheer signs made from repurposed Frive packaging and submit names for live shoutouts to add a personal touch.
- Farm-to-fork focus: The brand is emphasising British-sourced ingredients and a farm-to-fork approach in the food on offer.
- Recovery meals: Runners will also be able to claim a free supply of Frive meals after the race via the company's website to support post-race recovery.
Frive says the activation is intended to deliver atmosphere, practical fuel and memorable support at a decisive point on the route. The combination of live music, giveaways and on-the-spot refuelling aims both to entertain spectators and to help runners push through a famously challenging stretch of the marathon.