Elvis agency’s PRO 2GO brand relaunch includes ‘takeover’ of Oxford Circus tube
Health and wellbeing snack brand PRO 2GO has announced a major new £5m brand relaunch campaign, developed in partnership with creative agency Elvis.
A key event of the new campaign will be a ‘takeover’ of Oxford Circus tube station on 6 May.
In its biggest push to date, the SCI-MX Nutrition-owned, protein-based healthy snack brand has worked with Elvis to develop a campaign which aims to drive awareness and trial of its products amongst an audience of physically and socially active individuals.
It seeks to inspire these ‘life adventurers’, who have a holistic and realistic approach to wellbeing, to get outside, away from the confines of the gym, in order to enjoy new experiences, the firm said.
The ads feature energetic and expressive brushstroke typography with bold, dynamic imagery of outdoor activities – each execution playing on the ‘GO’ of PRO 2GO’s name, carrying lines including ‘GO BEATS NO EVERY TIME’, ‘GO HAS NO OPENING HOURS’ and ‘GO IS SO FAR FROM THE SOFA”.
With the new campaign, PRO 2GO is looking to stand out in the competitive Active Lifestyle Nutrition category, the company said. The sector is expected to be worth more than £100m by the end of 2019, with growth being driven by convenient solutions such as protein bars.
Oxford Circus takeover
The initiative will run across Out-of-Home and social media channels, with a takeover of Oxford Circus tube station launching on 6 May. PRO 2GO is also partnering with Time Out for a 16-page supplement highlighting active adventures to take in and around London.
The relaunch follows PRO 2GO’s recent packaging redesign, which was developed by Bulletproof. Media strategy and buying for the campaign is by iProspect Manchester.
The PRO 2GO range includes protein-based bars, flapjacks and bakes, with various price points and options for different eat-states. The products are available in major retailers including Amazon, Asda, Morrisons, Tesco, Sainsbury’s, WH Smith Travel, and SPAR.
“The health and wellbeing snack space is becoming increasingly sophisticated, as awareness of the mental and physical benefits of nutrition and exercise grows, so we needed to create a campaign which would stand out from those of our competitors”, said Max Dawson, Senior Brand Manager, PRO 2GO.
“Working with Elvis, we’ve developed a creative platform which should really resonate with our audience. We believe that the energy and attitude of our ads will set us apart from other healthy snack brands.”
Rob Griffiths, Creative Director, Elvis, added: “With the healthy snack sector becoming more and more crowded, we wanted to create a confident, expressive, ‘ownable’ creative approach for PRO 2GO.
“Harnessing the ‘GO’ of PRO 2GO has enabled us to capture the restless spirit and drive of our audience which is everything the brand stands for.”