By extending recruitment beyond the core sports nutrition category and launching a ‘grab & go’ range, USN wanted to gain a share of the wider, mainstream sports snack market – something they haven’t done before.
Critically, this product range targets a very different audience – not bodybuilders, but ordinary people leading healthy, active lives. Using qualitative research we gained an understanding of this new audience, their motivations and desires. Category research highlighted that this was an emerging trend that a lot of brands were exploring so we had to be impactful on launch.
To engage the everyday athlete we needed to motivate them to take on the challenge of their active, everyday life. A play on the inherent human need for trust and the brand name ‘Trust’, alongside the desire for the audience to feel empowered, we created the campaign line ‘The Power of Trust’.
To help awareness amongst this new audience, USN appointed Ant Middleton as brand ambassador. Using Ant along with the tagline, we created a visual identity and message which had impact in the sector. Imagery used within the letterforms were of everyday people being active, from yoga at home, cycling to work or going to the gym.
This was further developed for online, social and point of sale, each with subtle variations in message depending on the channel and audience, but always with the signoff statement ‘The Power of Trust’.
Online sales and distribution in the major multiples have also helped boost sales beyond initial expectations. Launching in 25% of Holland & Barratt stores, Trust quickly became the fastest selling RTD in the category. The campaign went down a storm, which may have had something to do with the star of the show, TV presenter Ant Middleton.