Sports nutrition brand Sci-Mx picks Minimart for £1.5m creative ad account
Sports nutrition brand Sci-Mx has picked The Minimart to handle its £1.5m creative ad account, as it looks to build brand awareness in the UK.
The inital activity, which will roll out later this year, will kick off with print, outdoor, and digital campaigns, all focusing on the central theme that young men can "boss" their workout, then challenge others to match it.
Sci-Mx's senior marketing manager Chay Watkins said: "The market for sports nutrition is booming and we have found the perfect partner with The Minimart to create an idea and a campaign that disrupts the rest of the category and really stand out."
The Minimart has also picked up the £2m online ad brief from aesthetic surgery provider The Harley Medical Group, with the remit to "break away" from traditional surgical advertising, and instead focus on building brand trust and awareness.
Tim Clyde, creative founding partner of the Minimart, said ‘Founded on Care’ campaign is aimed building brand awareness in what has become an increasingly "cluttered" category.
"Our strategy focuses on achieving cut-through and increased brand awareness in what is undoubtedly a very cluttered category, where we found that whilst consumer engagement was very understandably high, individual brand awareness was surprisingly low," he added.
It plans to weave in "editorial-style" photography with "disruptive" headlines to its advertising to help it achieve stand-out, and appeal to what customers need, rather than solely pushing its products, according to Clyde.