How do you launch an innovative new high-protein yoghurt range  at scale in the UK, to a discerning audience of 16 million exercise enthusiasts?

We needed to drive mass fame and credibility for the brand, fuelling inspirational storytelling whilst reinforcing the product role and benefit.

We brokered, managed and integrated the partnership with Team GB, the nation's second most-loved brand after the NHS. And did the same with two iconic ambassador partnerships with Britain’s fastest man, Zharnel Hughes, and Para-Triathlete sensation Lauren Steadman.

The Support Your Every Step campaign (developed by BETC) was launched in January with an immersive pop-up in London, to inspire people on their own fitness journey and give them the chance to #RaceZharnel in a mini-sprint before trying some delicious GetPRO.

The multi agency campaign is activated through-the-line, with our sponsorship rights integrated across all touch points; including Team GB fan zones, on-pack, in-store, out-of-home, VOD, social media and even bespoke events for key shopper partners.