Relaunching a Nutrition Giant.
Following Maximuscle’s acquisition by Kruger Foods in 2018, we were appointed by the Belgian conglomerate to undertake a brand re-positioning exercise and develop a fully integrated marketing strategy.
Maximuscle was rapidly losing market share to emerging brands dominating digital and taking the industry by storm. They needed a partner with experience in the industry and one that understood how to help them regain lost ground.
Integrated Marketing touchpoints:
The Objectives.
The Research.
We immersed ourselves in Maximuscle’s world, a saturated and competitive market full of brands all fighting for the same customers. Following an extensive Insight, where we analysed; market trends, consumer habits, customer journey, target audience, persona development and competitor research.
Our findings revealed that the brand was siloed within a demographic of gym purists and renowned ‘heavy lifters’, neglecting the wider scope of casual gym-goers and fitness enthusiasts.
It was clear that the brand needed to steer in a new direction to reach this new audience and to maximise sales opportunities through their website and retail locations.
The Big Idea.
By tweaking the existing visual identity we retained valuable brand equity with loyal customers and helped reach new audiences by diversifying the product range. But it was clear that we needed to steer them in a new direction and bring the brand back to former glory. From the ashes #YourMax was born as a means to align the brand with a purpose that resonated with people. Refining the tone of voice, improving message consistency and enhancing creative execution allowed Maximuscle to engage with potential new customers.
The Strategy.
To further boost #YourMax, we partnered with 12 professional athletes from a variety of sports to become Maximuscle ambassadors and help them gain a foothold in new sectors of athleticism by demonstrating the versatility of the new range.
Whilst leading up to the launch of the new brand at BodyPower 2019, we continued to drive sales of existing products through their online store. By implementing a segmented email automation strategy and utilising customer data through their CRM system, we were able to push personalised offers and products to people at different stages of the customer journey, whilst bringing in new users through a cohesive PPC strategy.
The Results.
89%
Increase in ROAS172%
Increase in PPC Revenue60%
Decrease in CPA2,233%
Increase in Monthly Revenue via Email AutomationBeyond the launch of the new brand we continue to support Maximuscle’s internal team. We work collaboratively with their sales and marketing divisions to build the brand through traditional and digital channels.
On a monthly basis we manage SEO, PR, content production and all social media management to boost brand awareness and enhance audience engagement.
“We have been delighted with the strategic and creative input from Fantastic. From the first meeting they bought into what we wanted to achieve with the brand and products, and it was clear that their ambition and enthusiasm matched our own.
“We had a very successful launch at BodyPower and with Fantastic’s help we look forward to rolling out our new, industry-leading sports nutrition products and supplements in the coming months.”
Dan Wood – Sales Director, Kruger Foods
