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Maxitone extends Westfield experiential campaign developed by Circle Agency

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By Jennifer Faull, Deputy Editor

February 17, 2013 | 2 min read

Nutrition brands, Maxitone has extended its experiential campaign in Westfield London, which gives shoppers access to health and fitness advise from experts, as part of its larger Thank You Protein campaign.

The Westfield campaign was devised and activated by experiential agency Circle Agency and has included a temporary brand environment, built in the Westfield's atrium, which houses a ‘Consultation Cafe’.

The space also has an exercise studio which offers free demonstrations of some of the latest fitness trends. There are also celebrity classes from Strictly Come Dancing’s Flavia and Team GB’s Olympic Volleyball players Zara Dampney and Shauna Mullin as well as from Charlotte Ord, trainer of The Biggest Loser. Other partners for the initiative include LA Fitness, England Netball and Nike+ Kinect Training.

Kate Wells, Maxitone’s senior brand manager, commented: “Westfield is a destination site and as such has been the perfect place for us to educate our core customer base.

“The campaign has been completely integrated, with Circle Agency running the experiential activity which then in turn is promoted online, through social media and across print advertising. It’s been a great success and experiential will continue to be a key platform for us in the future, to engage with women and encourage them to share the Maxitone experience.”

Claire Stokes, Circle Agency managing director, added: “We are thrilled that brand experience is such a focus for Maxinutrition this year and we are honoured to have been trusted to deliver a cross portfolio programme which is truly integrated and engaging.”

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