The brand has a £32 million turnover and offers a range of products, from nutrition drinks to bars capsules and gels. It targets a number of segments, from elite athletes to everyday gym goers.
The Minimart was awarded the business after a four way pitch arranged through ISBA and overseen by the company’s marketing director James O’Shea.
The new work will aim to remove some of the stigma associated with the more niche end of market, bodybuilding. The Minimart will create a brand campaign to break in early 2010 and then continue to build awareness and support future product launches with print, digital and television activity.
The agency will also have input into direct mail and promotional and in-store activity.
Previously Maximuscle worked developed most of its design and advertising in-house. Media will continue to be handled by Total media. The company was founded in 1995 by sports nutrition expert Zef Eisenberg.