January saw Optimum Nutrition launch a spot series campaign called ‘There’s More In All Of Us’ featuring a strong line-up of athlete ambassadors and aiming to demonstrate that with the right training, nutrition and commitment, anything is possible.
The sports nutrition brand campaign, developed with agency Cahill & Partners and creative content and production outfit Be The Fox (with PR agency PrettyGreen), was built around a multi-athlete video series which seek to engage consumers who may feel held back from achieving their full potential and inspire them to pursue an active lifestyle to unlock more in themselves.
The ads, linked by the #moreinus hashtag, span digital, radio and print, as well as running in-store ads, at PoS and vending machines to bring the campaign front-of-mind with consumers at point of purchase.
The emotive ad series is led by a hero ‘There’s More Of You In You’ commercial which dropped on 5 January and backed by a set of spots featuring individual athletes from Optimum Nutrition’s endorser stable who share how they overcame challenges to achieve the unimaginable in their respective sports and promote how Optimum Nutrition helps ‘unlock more to fuel, give energy and repair’.
The campaign features Harlequins and England Rugby fly half Marcus Smith, Paralympic swimmer Alice Tai, Muay Thai Fighter Nesrine Dally, England and Roma footballer Tammy Abraham, Chelsea and England footballer Lauren James, Bodybuilder Will Chicomb and Olympic weightlifter Emily Campbell.
As well as the flagship spots, the campaign includes social media content through January featuring Optimum Nutrition athletes, fitness influencers and coaches from the brand’s own coach programme setting themselves a ‘January Challenge’ on Instagram and TikTok to encourage consumer engagement and user-generated content creation.
Glanbia Performance Nutrition UK Marketing Director Clafoutie Sintive commented: “The New Year is a time many people think about their health and fitness, so it’s a natural time for us to launch our ‘There’s More In All of Us’ campaign. We have focused the campaign on athletes with a variety of goals, sports, bodies, abilities and genders to tell their stories; sharing their challenges and explaining how nutrition is playing a key role in their achievements. At Optimum Nutrition we believe there is more to be unlocked in all of us. We’re sure our athlete stories will resonate with and inspire consumers as well as exciting retailers for a great year ahead with Optimum Nutrition.”
“When it comes to working out, absolutely everyone has more inside them. The extra set. Another lap,” added Cahill & Partners Creative Director Patrick Cahill. “These unique athletes go for more every day. Hopefully this work inspires anyone with a fitness goal to dig deeper, push harder and, with the help of Optimum Nutrition, unlock that little bit more.”
“True representation of the range of people who use Optimum Nutrition was so vital for the shoot,” continued Be The Fox Co-Founder Megan Price. “The atmosphere on-set was electric as everyone involved felt like their story was being shared with passion and empathy. We can’t wait to see the response to the films.”
The campaign was jointly developed by creative agencies Cahill & Partners and Be The Fox. The former team included Creative Director Patrick Cahill, Creative Christian Duffy, Producer Anthony Moschini, Designer Jason Murray and Strategist Dee Charlemagne, while the latter group was led by Director Of Production Christopher Ranson, Executive Producer Megan Price, Head Of Production Claire Long, Producer Lee Hunt, Producer Jasmine Shalkoie and Account Manager Tanya Singh.
Production was handled through Wandering Goose with Director Justin Schaefers, Director Of Photography Max Montgomery and Producer Matt Spark, while post production and VFX was run by Unreasonable Studios with Editor Joseph Hung and Producer Teddy Popick.
Comment
Like gym chains and fitness apparel brands, the New Year is a key advertising period for sports nutrition marketers and another notable New Year category campaign was probiotic and gut specialist Life-Space’s 2023 ‘Connection At Play’ Australian Open activation.
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