The Official Nutrition Partner of Sky Sports
In a highly competitive market, Optimum Nutrition (ON) needed to stand out without relying on heavy media spend or deep discounting. Ranked third behind better-known competitors with significantly larger budgets, ON set out to grow brand awareness, boost credibility, and drive fame while remaining true to its premium positioning.
The brand’s target audience was highly performance-driven, over-indexing on sports content — especially documentaries and athlete journeys. Our analysis revealed they were 40% more likely to watch Sky Sports than the average UK adult, presenting a unique opportunity to create a breakthrough moment. To maximise relevance and impact, we forged a first-of-its-kind partnership: Optimum Nutrition became the Official Nutrition Partner of Sky Sports.
The campaign showcased Sky Sports and ON talent — including Micah Richards, Natalie Pinkham, Lando Norris and Lauren James — in powerful moments of performance and preparation, underscoring the idea that even the best can “unlock more.” A hero TVC and a suite of cutdowns were broadcast across Sky’s media ecosystem, from TV to BVOD, YouTube, and social, while bespoke content aligned to peak sporting moments ensured maximum contextual relevance.
Close collaboration with Sky’s commercial and creative teams allowed for real-time optimisation and ensured media and messaging were in perfect sync. The partnership also unlocked access to Sky’s customers, opening doors for acquisition and retail opportunities.
The campaign more than doubled ON’s brand awareness target, drove a +9pt uplift in brand consideration, and significantly improved creative recall and credibility perceptions. This campaign also won Best TV Newcomer at the Thinkbox TV Planning Awards, 2025.