Challenge

The Bar Counter wanted to raise awareness and drive sales performance of their leading protein bar, sold in leading supermarkets, to active, health-conscious Aussies.

Solution

Given the insight that 7/10 health club members visit the supermarket directly after a workout*, it was only natural that clubs identified as close proximity to Coles and Woolworths stores were selected for The Bar Counter campaign.

The campaign ran in Fitness First and Goodlife health clubs for a 3 weeks, taking over highly visible TV & REACH assets.

Results

After advertising solely in VMO Active health clubs for the campaign period, The Bar Counter experienced their strongest weeks since the beginning of the COVID pandemic and set a new weekly scan sales record^.

Source:
* Fitness First Member Survey 2018
^ Supplied data, The Bar Counter