Leading sports nutrition brand Maximuscle saw thousands of fitness fanatics visit its stand at this year’s BodyPower Expo from May 12 14, 2017. The event was the first time Maximuscle’s latest products and flavours had been offered to consumers, and the brand’s stand included a sampling bar featuring an array of new products, free giveaways, fitness challenges and appearances by leading sports and fitness personalities.

The stand and related marketing activity was put together for Maximuscle by award-winning promotional and experiential specialists Circle Agency.

Following the success of the deadlift challenge at last year’s event, Circle Agency introduced a Bench Press Challenge to the 2017 event, inviting attendees to test their strength by bench pressing their own body weight, with those managing the most reps being crowned the winner.

Maximuscle brand ambassadors and nutrition experts were on hand to offer advice on products, fitness and nutrition. Ambassadors including boxer Anthony Yarde, fitness trainer Bradley Simmonds and WBBF Pro legend Wolé Adesemoye spurred on competitors and a male and female leaderboard on the stand kept track of the best performers each day.

Also on the stand was a digital photo studio which created an animated gif of participants on an Ibiza beach, helping bring to life the Maxi #IbizaChallenge competition. Those who signed up to any of the on-stand activities were given a Maximuscle goody bag which included a branded shaker packed with product samples.

Maximuscle also retailed on the stand with exclusive show offers, offering Maximuscle products at discounted rates which were exclusive to BodyPower.

Neil Hooper from Circle Agency says: “Following a successful event last year, we ensured we pulled no punches when activating the Maximuscle stand at BodyPower Expo 2017.  We created three targeted on-stand activations to entice people onto the stand and encourage people to sample the new range of products and flavours being showcased for the first time. The stand was a big success with hundreds of people taking part in the bench press challenge and animated photo booth, with participants sharing their experiences on social media which allowed us to reach people far beyond the event.”

BodyPower Expo has grown into the biggest fitness event in the UK, welcoming thousands of visitors and athletes from all over the world.

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Nurishment is launching a new campaign designed to raise awareness of the vitamin-enhanced milk brand among students and young adults.

Launching last week with an experiential event at Boxpark in Shoreditch, and running until October 2017, the #CanDo campaign will see large, branded fridges situated in high-footfall areas, while cameras will record the reactions of consumers as they are given passcodes to open them.

They will then be encouraged to share the footage on social channels using the hashtag #CanDo.

Nyree Chambers, head of marketing at brand owner Grace Foods UK, says: “Nurishment consumers live in the moment and we’re reinforcing Nurishment’s role as the drink for people with a #CanDo attitude. We’re confident that #CanDo will really engage students and young adults and the increased in-store presence will make Nurishment even more accessible to loyalists and other people looking for a nutritionally-enriched pick-me-up in a tasty, convenient format. ”

A major sales drive will target convenience stores in the catchment areas around experiential events, offering free stock, prize draw kits and a range of branded merchandising.

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