Overview
Maximuscle is the UK’s leading protein brand, dating back to 1995.
Despite being the only protein company to have all its products Informed Sport approved, the sector had become increasingly congested with challenger brands.
We created an editorial plan to reflect Maximuscle’s position at the forefront of the protein world providing awareness of its superior nutritional benefits and the professional sports people who trust the brand.
Services Provided
- Business objectives
- Campaign management
- Audience and media identification
- Message / narrative development
- Photography direction [editorial]
- Media liaison
- Press office
- Measurement, evaluation and ROI
Editorial focus:
- Press releases
- Comment pieces
- Features
- Positioning
Approach
We wanted to raise awareness of Maximuscle ambassadors to influence consumers’ purchasing decisions.
This focused on England and British Lions Maro Itoje, Kyle Sinckler and Anthony Watson around the rugby World Cup and boxer Anthony Yarde’s world title fight.
We used them to tell firsthand educational stories of the importance of good nutrition, why product ingredients are so important and the difference they make to training and performance.
To complement this, we launched new products to a wider audience across mainstream media, sport, B2C and B2B using press releases, features, interviews, video, photography and product sheets.
Results
