Winners Sports Nutrition New Product Launch

Winners Sport Nutrition required a press advertising campaign to promote its new product, Gym cereal, that focused on its unique, high-protein content as being, ‘the only cereal to contain 20g protein per serve’.

With Gym protein bars already well established in the market, Gym cereal had to complement the existing product range and open doors to a new audience. The campaign needed to visually differentiate itself from other cereal advertisements. Overall, it had to appeal to health-conscious individuals and frequent gym users, and target the 20–45 age group who desire to improve their inner health and physical appearance.

By creating a concept that combined both ‘health & fitness’ and ‘breakfast’ cereal into one compelling message that appealed to this target market of gym enthusiasts and health conscious consumers, Fresh redefined the traditional advertising approach to packaged goods. The cheeky and playful approach to advertising an everyday product helped position
Gym cereal for greater sales volume.

By sending a clear message regarding health (showcasing the high level of protein per serve) and highlighting that the product was a breakfast cereal, all this was achieved within one simple, succinct message,
‘Your workout starts at breakfast.’