Vital Proteins X
Andy Murray
BRIEF
Drive awareness of Vital Proteins in the UK via earned consumer press, working with British tennis champion Andy Murray to help educate on the product’s key benefits to position it as a health & wellness essential.
EMOTIONAL TRIGGER
Our bodies’ ability to produce collagen diminishes as we age, making sporting pursuits a more daunting endeavour.
Despite typically being known as a beauty fix, collagen consumption helps support ligaments and tendons before and after exercise and can be added to daily wellbeing routines with ease.
OPPORTUNITIES TO STIR
Partnered with Andy Murray during Wimbledon, leveraging his role in the high body impact sport of tennis, to create a hero video showcasing his daily routine with Vital Proteins. The content was shared on his socials and with press.
His morning routine anchored the hero press release, covering his training regime, sleeping pattern, family rituals and diet, providing broad topics to discuss with media.
Exclusive interviews with talent placed with top tier press, to comment on active tournaments, pivots in his career and his work with Vital Proteins.
Wimbledon-themed mailer boxes filled with fitness and recovery-inspired items and Vital Proteins product, distributed to media targets.
Supported Wimbledon screening and sampling activation with alert distributed to London listings press titles.
RETURN ON EMOTION
200M+
Reach
75%
Branded video and imagery and inclusion
13
Pieces of coverage
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