The Challenge

MaxiMuscle’s rebrand to MaxiNutrition created the opportunity to reach a wider audience of fitness lovers beyond muscle-bound gym goers: your Sunday league player, tennis fan or regular runner. They wanted to introduce their products to the ordinary person’s gym bag.

The Idea

Men’s Health created The Total Body Challenge, a six-month training programme, featuring six sports personalities including rugby stars Chris Robshaw and George North. Users could participate in four-week training programmes or commit to the full six months of body reconditioning.

The programme was split into six different disciplines over the six-month campaign period, aiming to improve fitness and physique from head to toe. The aim of the programme was to strip fat, increase strength, build muscle and improve cardio fitness.

The Men’s Health editorial team worked with MaxiNutrition to curate the plans and place a relevant sporting figure at the heart of each programme. From Jenson Button to Amir Khan, each programme was supported by a leading sports celebrity, an online daily workout plan, online videos and nutrition plans. The multi-platform campaign ran across print, digital, social media and video, with tailored fitness workouts for readers to download.

The Results

The campaign exceeded all expectations: 

• Men’s Health’s post-campaign survey showed that participants regularly played a variety of sports and had been drawn to the brand from every place on the fitness spectrum. Their differing fitness regimes demonstrated that the MaxiNutrition brand had successfully communicated its specific products to appeal to the extended target audience
• 165k unique users were exposed to 6.5m ad impressions across menshealth.co.uk
• Of these, the campaign achieved 32k registered participants, who printed out 38k workouts
• The endorsement of the sporting celebrities also led to a massive 1.2m page views, 750k video views, and no fewer than 45m Twitter impressions