To reposition Maximuscle in order to appeal to a wider mainstream audience.
People in the sports nutrition market want visible results, quickly.
The genuine emotional motivation was desire to get the Men’s Health cover body.
We developed a campaign focused on making results more achievable by educating consumers on the benefits of sports nutrition and demonstrating how specific areas of the body can be helped by the Maximuscle product range. We focused on mainstream sports (rugby, boxing, gym) featuring professional athletes alongside regular gym goers.
TV, Print and Online.
The campaign stretched the brand relevance and connected with a wider audience than ever before. Revenue generated was approximately 4:1 against media spend with 40% of that generated from new customers.
To capture the muscle movement in slow motion we used a Phantom HD camera which films 1000 frames per second (over 40 times slower than real life). The latest Phantom cameras can capture an incredible 1 million frames per second (400 times slower than real life) so one day we might even get to see one of Stuart Broad’s balls hit the wicket!
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.
