There is a perception that Maximuscle is just for bodybuilders and not relevant for athletes or sportsmen so our aim was to widen the appeal and relevance of Maximuscle to all athletes and sportsmen. The genuine emotional motivation was reassurance that Maximuscle is trusted by athletes and sportsmen and the experts behind the scenes so we developed a campaign that tells the real life stories of Maximuscle athletes and the experts behind the scenes. Using TV, Press, Online, Social Media we focused on the work that goes on outside the sporting arena and the importance of the coaches and nutritionists on whom athletes depend for advice and the right product recommendations.
The Minimart gave Stuart Broad, England Cricketer, his first flight in a helicopter.
What makes The Minimart different is a number of factors: First and foremost is the passion and this relentless attitude and willingness to go the extra mile for our business and our brands. Plus the team that pitched on the business two years ago is still the same team working on the business now, which for me is really important. The second factor is that it’s all within one agency, from excellent strategic direction right through to TV production, so for us they are a one stop shop.
James O’Shea
Marketing Director
Maxinutrition
