Changing perceptions - Maxinutrition

As part of our partnership with haystackonline, each week we showcase new marketing campaigns.

Protein shakes have their work cut out if they are going to shake off the controversy that surrounds their efficacy, especially in a market dominated by muscle bound sports stars and images of men giving their all in the gym. Earlier in the year haystackonline blogged on the Marketing Society site about the beginning of Maximuscle’s campaign, to combat this perception. 12 weeks later, Maximuscle have crowned themselves a winner, have proved that The Protein Project works and have started to rebuild trust in the category.

Back in February, three candidates, a banker, an engineer and an electrician, were selected from over 10,000 applicants. After each had their diets and lifestyles analysed down to the bare bones, a specific diet including the protein products was created for them. With documentary style videos tracking the boys’ progress through a Protein Project section on the Maximuscle website and dedicated Facebook Page, consumers could keep track of their progress. The aim of this was to encourage a broader range of men to get involved, and also show that changes in anyone’s diet can have a massive impact. Not only did the videos show that the boys were ordinary people, it also highlighted their change in body shape and attitude.

After twelve weeks of vigorous workouts, including training with the England rugby team, The Minimart have created a campaign that was unique, honest and showed results. The photographs speak for themselves, but the accounts of the men really pay dividends, showing the transformative power of exercise and protein. ATL was supported by TV ads which ran across Sky and other satellite channels. In terms of hard data, results are released on 21st June so watch this space for ROI and sales uplift.

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