VOOM Nutrition: Never Underestimate the Power of Funny – Launch of Bold New Campaign
VOOM Nutrition is redefining sports nutrition with the launch of its latest campaign for POWR, a vegan sports endurance bar. Developed by the renowned creative agency McCann Bristol, the campaign titled “The Climb” celebrates the power of plants with a unique blend of intensity and humor.
A Story of Strength and Surprise
“The Climb” follows the journey of a free climber as he prepares to conquer “the Big One,” a formidable vertical rockface that has captivated his focus. The film is shot with the gripping intensity of a sports documentary, building suspense until it delivers a twist that ties into the campaign’s tagline: “Never underestimate the Power of Plants.”
Challenging the Status Quo
VOOM Nutrition CEO Robin Higgens explains, “We’re a challenger brand in sports nutrition, a category that often takes itself quite seriously. While we’re serious about our plant-based products, our team and customers are outdoor enthusiasts who embrace the unpredictability of nature. McCann Bristol has brilliantly captured this spirit in the film.”
Zane Radcliffe, Executive Creative Director at McCann Bristol, adds, “Humor doesn’t often feature in health and nutrition, so it was refreshing to craft this narrative. Working with a client like VOOM, who understands that impactful storytelling doesn’t have to hit hard in the first few seconds, allowed us to create something special. The product becomes the punchline, amplifying its impact – never underestimate the power of funny!”
A Collaborative Effort
The campaign, which launched on social platforms earlier this month, was directed by Olivier Richomme at Chief. It stars GB climber and Men’s Boulder medallist Louis Parkinson, continuing VOOM’s collaboration with elite athletes. The film’s production, in true documentary style, was achieved with a modest budget and a dedicated crew.
Radcliffe acknowledges the efforts of the team at Chief: “In true documentary fashion, they’ve worked wonders with a modest budget and a skeleton crew to deliver a mini epic.”
The Impact of Humor in Nutrition
The decision to incorporate humor into a sports nutrition campaign sets VOOM Nutrition apart. It aligns with their brand ethos of enjoying the unpredictability of nature and making serious plant-based products accessible and relatable. By choosing a humorous approach, VOOM engages its audience in a memorable and impactful way, highlighting the versatility and appeal of their POWR vegan endurance bar.
A Fresh Perspective in Marketing
VOOM Nutrition’s campaign not only promotes their product but also challenges traditional marketing strategies in the health and nutrition sector. By embracing humor and focusing on storytelling, VOOM demonstrates that effective advertising can be both entertaining and informative.
Conclusion
VOOM Nutrition’s “Never underestimate the power of funny” campaign is a refreshing and innovative approach to promoting their POWR vegan endurance bars. With its unique blend of intensity and humor, the campaign successfully captures the essence of VOOM’s brand and its commitment to plant-based nutrition. By collaborating with elite athletes and creative minds, VOOM continues to push the boundaries of sports nutrition marketing.
This professional campaign titled “Never underestimate the power of funny: launch of bold new campaign” was published in the United Kingdom in April 2024. Created by McCann Bristol for VOOM Nutrition, this film medium campaign is related to the food industry and contains one media asset.
