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Arla Protein have previously struggled with relevance and positioning, landing somewhere between performance supplement and everyday health/nutrition. As we were still in the midst of the (first) 2020 lockdown and gyms were closed, we saw an opportunity for Protein to be the brand that helps people start their at-home fitness journey.
The ‘20 for 20’ challenge asked people to swap their breakfast for a Protein yoghurt and do a workout a day for 20 days. The workouts increased in difficulty each day to ease you in, ending in a tough 18-minute HIIT session.
The campaign was lead by Jacqueline Jossa, who, not being a fitness influencer, made it feel accessible to those just starting out. She was joined by personal trainer Louis Rennocks, who devised the workouts, and influencers Matthew Carter, Ellie Linton and Charlie Watson. The workouts went out each morning on instagram and YoutTube with the majority reaching 60k+ views.
The campaign resulted in 219% follower increase on Instagram, 283k engagements and national press coverage.