American gym operator Crunch Fitness has launched an advertising campaign that seeks to put the fun back into fitness and promote the ‘No Judgement’ culture of its gyms.
Headquartered in New York, Crunch serves over 1,300,000 members with over 300 gyms worldwide.
The new multi-platform 'marketing movement' by StrawberryFrog includes both broadcast and social promotion. In one video, we see a hard body fitness fanatic being outmanoeuvred by an unassuming guy who does pulls-ups with his facial hair. In another, a talking belly button of a woman working aims to raise a belly laugh or two.
Chad Waetzig, EVP of marketing and branding at Crunch Fitness, said: “We're so excited to start 2019 with this innovative campaign to show everyone what fun you can have while working out at Crunch, while reinforcing our philosophy of ‘No Judgments’. Throughout our 30-year history, irreverent humor has been a part of our storytelling, and we continue that tradition with this new campaign. We want everyone to see that working out doesn’t have to be a drag.”
Based in New York, StrawberryFrog is an advertising and design consultancy that specializes in brand-fuelled marketing movements.
Scott Goodson, chief executive of StrawberryFrog, said: "Why do advertising when you can spark a movement? Why settle for a pretentious workout with a crazy serious atmosphere when it can be a hell of a lot of fun? If you’re looking for quirky fun, join this Crunch movement, the diverse nature of the work is welcoming for everyone, regardless of shape, size, age, race, gender or fitness level. It says one thing: Crunch is here to help America join the fun.”