Maxinutrition has signed up former world champion boxer Amir Khan as the face of its ‘Everyday Champions’ campaign to promote Protein milk - a new high-protein milkshake targeted at mainstream consumers with busy lives. The campaign will involve above-the-line activity, as well a sampling campaign involving 80,000 samples and the launch of a Busyness Calculator app, which allows consumers to gauge “how busy they really are”.