Fast Food

Client: Science in Sport

The brief

  • Conceive a strategic TTL global campaign for 2016
  • Launch a first-to-market protein product for Science in Sport
  • Key focus on activation in retail (on and offline), and converting awareness to sales
  • Increase core database to 500k through an SMS sampling initiative
  • Enlist elite athletes Sir Chris Hoy and Katarina Johnson-Thompson to act as brand ambassadors

The work

  • Completely transformed the brand tone of voice in one line – “Who says fast food is bad for training?”
  • Devised and executed a complete international retail activation strategy
  • Produced a series of 20 videos to educate consumers on the different products in the range
  • Created ‘need states’ that demystified the product category and simplified the range at point of sale through iconography
  • Initiated an SMS sampling service to feature across retail placements, with advertising, fulfilment and delivery to over 50,000 consumers across the world
  • Produced a tactical digital advertising suite to aid the product sampling campaign
  • Created and delivered PR engagement packs to promote the new product launch

Client: Science in Sport

Tags:
Audio Visual
Creative
Digital
Packaging
POS
Shopper Marketing
Strategy