MaxiNutrition RWC campaign

GSK has launched a £1.2m multichannel campaign for MaxiNutrition featuring England rugby players Chris Robshaw, Antony Watson and Courtney Lawes.

The push, which kicked off this month and runs until 17 October, centres on TV and digital advertising that will see the three players depicted in a stand-off with an army of Terracotta Warriors. The players rugby-tackle their opposition at high speed, causing the warriors to shatter to pieces in slow motion. 

It will be supported by PoS materials including posters and shelf barkers featuring the players. 

“With the anticipated focus on rugby this year, our new campaign is a celebration of the best, performing at their best, and aims to reinforce MaxiNutrition’s position as market leader,” said Mandy Hennebry, category marketing director for nutrition at GSK. “With autumn 2015 marking an important time in the sporting calendar, the new campaign aims to show how retailers can tap the excitement around key sporting events and inspire consumers to discover their full potential.”

Sales in the sports nutrition category - comprising powder, bars, RTDs and supplements - are up 12.8% to £143.5m [IRI 52 w/e 11 July 2015].