Optimum Nutrition Unlocks ‘More in All of Us’ in Campaign Featuring World-Leading Athletes

Today Optimum Nutrition launches its ‘There’s More In All Of Us’ campaign. The world’s number one sports nutrition brand is on a mission to demonstrate that with the right training, nutrition and commitment, anything is possible.

‘There’s more in all of us’ was developed in partnership with creative consultancy Cahill&Partners, who also created a series of multi athlete films to launch the platform. Creative content agency Be The Fox were responsible for producing a series of emotive individual athlete videos from Optimum Nutrition’s roster, sharing how they overcame challenges to achieve the unimaginable in their respective sports. The aim is to inspire consumers who may feel held back from achieving their full potential. 

In his footage, Harlequins and England Rugby Fly Half, Marcus Smith, explains: “I was always a pretty small guy. But I knew I was fast and could use that to my advantage. I knew I had to double down on my training. I had to get faster and stronger. So Optimum Nutrition took a massive front foot in my training. I can sleep easy knowing I’ve done my preparation, nutrition. To have that confidence when you step onto the field. It’s been a revelation."

The campaign also features a multi-athlete ad, with a plethora of sporting celebrities including; Paralympic swimmer, Alice Tai, Muay Thai Fighter, Nesrine Dally, England and Roma footballer, Tammy Abraham, Chelsea and England Footballer, Lauren James, Bodybuilder, Will Chicomb, Olympic weightlifter, Emily Campbell and England Rugby star Marcus Smith. In this ad, the narrative centres on how, despite being different, we all have more in us – with Optimum Nutrition helping unlock more to fuel, give energy and repair.

The ‘There’s More In All Of Us’ ads will feature on digital, radio and in print. In-store ads, PoS and vending machines will bring the campaign front-of-mind with consumers at point of purchase. They aim to inspire consumers pursuing an active lifestyle to unlock more in themselves.

The campaign will see activity on social media throughout January, with Optimum Nutrition athletes, fitness influencers and coaches from the Optimum coach programme setting themselves challenges on Instagram and TikTok to encourage consumer engagement and user-generated content creation.

Clafoutie Sintive, marketing director – UK & Ireland, at Glanbia Performance Nutrition, comments: “The New Year is a time many people think about their health and fitness, so it’s a natural time for us to launch our ‘There’s More In All of Us’ campaign. We have focused the campaign on athletes with a variety of goals, sports, bodies, abilities and genders to tell their stories; sharing their challenges and explaining how nutrition is playing a key role in their achievements. At Optimum Nutrition we believe there is more to be unlocked in all of us. We’re sure our athlete stories will resonate with and inspire consumers as well as exciting retailers for a great year ahead with Optimum Nutrition.”

“When it comes to working out, absolutely everyone has more inside them. The extra set. Another lap,” said Patrick Cahill, founder and creative director at Cahill&Partners. “These unique athletes go for more every day. Hopefully this work inspires anyone with a fitness goal to dig deeper, push harder and, with the help of Optimum Nutrition, unlock that little bit more.” 

“True representation of the range of people who use Optimum Nutrition was so vital for the shoot,” said Megan Price, co-founder of Be The Fox who created over 50 pieces of content for the campaign. “The atmosphere on-set was electric as everyone involved felt like their story was being shared with passion and empathy. We can’t wait to see the response to the films.”

Alongside further ATL later in 2023, momentum for the campaign will be supported by PR agency PrettyGreen, who were recently brought into the Optimum Nutrition fold to handle the brand’s public relations. The award-winning PR agency will oversee activations to raise awareness of the ‘There’s More In All of Us’ campaign - including promoting the brand’s roster of diverse athletes and coaches. PrettyGreen will continue to oversee product PR, including for Optimum Nutrition’s Gold Standard 100% Whey (the world’s number one selling premium, high-quality protein powder), 100% Vegan products and its protein bars, which will receive a flavour and packaging update for 2023.