Optimum Nutrition Channel More

Challenge

Sports performance marketing is typically dominated by #fitspo. But where is the representation for people of differing lifestyles and abilities who want to unlock their potential? 

Optimum Nutrition wanted to change the narrative. They believe that with the right training and nutrition, “There is More In All Of Us”. We were ready for the challenge, aiming to increase their share of voice by 10% against nutrition and sports performance brands.

Activation

We worked with Optimum Nutrition ambassador Alice Tai, a Paralympic GB swimmer who won Commonwealth Gold in 2022, just months after having her lower limb amputated, to create Channel More.

One gruelling challenge: conquer the English Channel in a swim relay with applications open to anyone.

Leveraging Alice’s own phobia of open-water swimming, the project inspired a diverse range of people to break through their personal barriers. We created a team of five aspiring open-water swimmers who trained for six months to complete the relay together.

The campaign ran in three phases over six months: Launch, Training and Challenge with inspiring storytelling following the swimmers from sign-up to triumph.

Impact

Optimum Nutrition became the noisiest, most visible and most inclusive protein brand in earned media. Hundreds of pieces of UK coverage were generated, hundreds of millions were reached and we more than doubled the share of voice target.