Fuel Your Ambition campaign

Myprotein established itself in the sports nutrition market through aggressive, sales-driven advertising. But it was time to move on by elevating engagement to a more aspirational and human level.


What we did

We focused on the aspirations of individual athletes, capturing their personal fitness stories in the lead up to their defining moments and achievements. At the same time, Myprotein was positioned as the fuel driving these ambitions.


How it worked

Fuel Your Ambition made Myprotein standout as authentic, believable and relatable in the competitive sports nutrition arena. Increased engagement gave a sustained boost to brand sales, and set the tone for future work.