Sports nutrition brand Bulk has today unveiled ‘You vs You’, a new integrated brand campaign that encourages both fitness professionals and amateurs to embrace individuality over perfection.

The social-first campaign will be spearheaded by influencer activity, tapping into the personal experiences of seven brand ambassadors including Alex Crockford, Ella-Mae Rayner and Maymah Lifts.

Through a candid content series, each ambassador reveals their own trials and tribulations on their self-improvement journeys – demonstrating why striving for self-improvement, not outright perfection, is the best way to achieve your goals.

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“It’s no secret that January is considered the time of year to up our fitness and start realising our goals. However, for the same reason, it’s also an extremely overwhelming and pressurising time – and not only do we risk failure by putting too much emphasis on perfection, we risk damaging our mental health,” Bulk chief marketing officer and board executive, Billie Bradberry said.

“At Bulk, we recognise that as a brand, we’re able to influence behaviours and perceptions. We have an opportunity to disrupt the pressure that comes from social media by creating a narrative that is valuable, safe and helpful – this is why we have created ‘You vs You’.

Concluding, she said: “As shown by our host of brilliant ambassadors, we are all different. It’s time to quit the comparison, and instead embrace who you are and what you truly want to achieve. Imagine what you could become if you won the battle against yourself.”