Arla Protein had struggled with relevance, sitting somewhere between performance supplement and everyday nutrition. With gyms shut in the first 2020 lockdown, we saw an opening: Arla Protein could be the brand that helps people start an at-home fitness routine, not just fuel the people who already had one.

The '20 for 20' challenge asked people to swap breakfast for a Protein yoghurt and join a community of regular people for one guided workout a day. 20 grams of protein, 20 minutes of exercise, for 20 days.

We partnered with Jacqueline Jossa to lead the program as an accessible face for those who were taking their first leap into fitness, alongside personal trainer Louis Rennocks, who devised the workouts. To keep audiences encouraged throughout, we also partnered with influencers Matthew Carter, Ellie Linton and Charlie Watson, who shared their journey. Workouts went out each morning on Instagram and YouTube, most reaching 60k+ views.

Result: 219% Instagram follower increase, 283k engagements, and national press coverage.