According to Oikos, hockey supporters shouldn’t have to choose between fandom and staying fit.
A new video by BonClub for the brand’s protein-rich yogurt line captures surprise and delight moments after the shop recreated a playoff-arena experience in a gym. Fans were also brought in to cheer on gym-goers as they worked out to a backdrop complete with a DJ, arena lighting, NHL and Oikos Pro banners and a game broadcast.
The idea was to tap into the cultural tension created when consumers are forced to balance their workout routines with NHL playoff action.
“As the official high-protein yogurt of the NHL and a brand built on purpose, Oikos Pro is here to fuel consistency and celebrate commitment,” says Aurélie Goffinet, senior brand manager at Oikos. “Instead of making athletes choose between gym time and game time, we brought both worlds together with a high-energy, playoff-worthy gym takeover that honoured their discipline.”
The made-for-social stunt included sampling woven into the experience, with an Oikos Pro ambassador dressed like a classic arena concession seller offering chilled products from a branded tray.
The fitness-centred campaign for Oikos Pro builds on a this year’s “Feed Your Strength” campaign which touted the Danone brand’s high-protein yogurt range with imagery of boxers, cyclists and gymnasts.
The campaign is informed by brand insights showing that posts about high-protein diets were dominating elite performers’ social feeds.
Oikos says it only sees demand increasing for nutrient-dense high-in-protein products. The Oikos Pro line is informed by market research from Mintel that shows 45% of consumers agree that high protein is a key health-related consideration when trialling yogurt products.
BonClub managed the creative and experiential components of the new campaign, including concept, creative direction, production, on-site logistics and sampling execution.
Wavemaker is leading all paid media planning and buying.
