The company appointed the agency without a pitch and will begin activity for the chain in time for Christmas.
Caan is providing financial backing for nuyuu, which aims to be an alternative gym chain “with a strong value proposition”.
The company claims it offers transparent pricing and positions itself as the UK’s best value-for-money gym chain.
Nuyuu currently has three gyms, which it has acquired from other chains. The company is now looking to expand its value offering across the country.
Trinity will be responsible for planning activity to promote the newly branded nuyuu gyms in Slough, East Grinstead and West Lothian.
Initial activity, which is being created in-house, launches this month. A new year integrated local press; radio and outdoor campaigns will follow in January. It will aim to raise awareness amongst local communities when their New Year’s resolutions are front of mind.
Ben Silcox, managing director of nuyuu, says: “We know Trinity has exactly the right balance of category experience, commitment to tailored local media planning and entrepreneurialism that we need.”
Simon Timlett, partner at Trinity Communications, adds the agency aims to “help their ambitious plans become reality”.