Fitness supplement brand Optimum Nutrition has today (3 January) launched a new omnichannel campaign designed to ‘challenge the unconscious bias’ of what fitness looks like.
‘There’s More In All Of Us’ aims to show that with the right training, nutrition and commitment, people can achieve any fitness goals they set their mind to.
The campaign’s primary asset is a 30-second spot bringing together a range of global sports stars such as England footballer Tammy Abraham and England rugby star Marcus Smith, who personally shares how Optimum Nutrition helps him achieve peak performance.
“The New Year is a time many people think about their health and fitness, so it’s a natural time for us to launch our ‘There’s More In All of Us’ campaign,” Glanbia Performance Nutrition marketing director UK & Ireland, Clafoutie Sintive said.
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“We have heard from consumers that they don’t feel represented by role models in the fitness industry, so have launched this campaign to bring diverse talent with a variety of goals, sports, bodies, abilities and genders to tell their stories; sharing their challenges and explaining how nutrition is playing a key role in their achievements.
“As the World #1 sport nutrition brand, we are aware of norms and stereotypes that consumers are unconsciously influenced by, making it hard to push beyond. With this campaign, we want to inspire all consumers to believe that with the right nutrition they can go beyond stereotypes and unlock more than expected. We’re sure our athlete stories will inspire consumers as well as excite retailers for a great year ahead with Optimum Nutrition.”
Rolling out via digital, radio and print media, assets will also be featured across in-store and point-of-sale activations in support of an athlete and influencer-led social campaign throughout January.
