The Challenge

We were challenged to make Optimum Nutrition famous in the sports nutrition category by establishing them as a brand renowned for supporting those on a journey of commitment. They wanted us to help educate on their products, as well as initiate conversations within their community.

The Solution

We recognised a gap in the market: competitors focused solely on the end result, but we saw the need to emphasise quality nutrition as the foundation for success. Our goal was to show that with Optimum Nutrition, a fitness journey could be transformed—fuelled not just by hard work, but by smarter choices.

We created a 360° campaign, using real stories of success, and motivating people everywhere to work smarter not harder by embracing nutrition as an essential partner on their fitness journey. Showing them that no matter how hard things might get, with the right determination, training plan & sports nutrition there would always be #MoreInYou to unlock.

To bring #MoreInYou to life, we told the stories of six very different famous athletes and their journeys to success. We produced six films, to show the moment of realisation where placing Optimum Nutrition as their training partner had allowed them to reach their full potential. These emotive videos were shared across socials and in The Sun and The Times alongside a double page spread.

To further our reach, a TVC of our athletes was aired in gyms across the country, taking our message directly to the training floor. And bringing it full circle, we tasked social influencers in the fitness category on Instagram and TikTok to show their personal fitness journey, offering more relatable tips and advice, all centred around Optimum Nutrition and unlocking #MoreInYou. 

The Outcome 

Our ambassador videos were viewed organically over 2m times, reaching 1.3m UK adults on social media. The double spread in The Times reached over 1.64m additional people, with Influencer content receiving more than 16m total impressions, and over 44,500 link clicks to both our ‘More In You’ landing page and product shop. We smashed our impression targets by 43% and 123% respectively, making this an incredibly successful campaign for Optimum Nutrition and a giant leap in the right direction for the fitness community.