Maxitone extends at Westfield

Maxitone has extended its live campaign in Westfield London, giving shoppers the chance to get health and fitness advice from the experts, February 2013.

The event, a part of the nutrition brand’s Thank You Protein campaign, raising awareness of protein and the role it can play in a healthy lifestyle, was initially due to run from 1st – 14th February but has now been extended to the 17th.

Devised and activated by experiential agency Circle Agency, Maxitone has taken over Westfield London’s atrium installing a temporary brand environment. Shoppers visit the ‘Consultation Cafe’ where they can meet Maxitone’s health specialists for advice on how to get fit and healthy for 2013.

Circle-trained brand ambassadors are on hand to encourage customers to try free samples of Maxitone’s protein shakes and bars, which are on special offer at the stand.

The space includes an exercise studio which has a packed schedule of free demonstrations showcasing some of the latest fitness trends. Celebrity classes from Strictly Come Dancing’s Flavia and Team GB’s Olympic Volleyball players Zara Dampney and Shauna Mullin – demonstrating latest fitness craze VolleyBody – plus Charlotte Ord, trainer of The Biggest Loser have continued to pull in the crowds. Other partners include LA Fitness, England Netball and Nike+ Kinect Training.

The event follows the announcement earlier this month that Circle Agency has been appointed to run experiential activations across Maxitone, Maximuscle and Maxifuel.

Kate Wells, Maxitone’s senior brand manager, commented: “Westfield is a destination site and as such has been the perfect place for us to educate our core customer base. There are a lot of myths around protein and the main objective of this campaign has been to educate women on the role that protein should play in a healthy lifestyle. The campaign has been completely integrated, with Circle Agency running the experiential activity which then in turn is promoted online, through social media and across print advertising. It’s been a great success and experiential will continue to be a key platform for us in the future, to engage with women and encourage them to share the Maxitone experience.”

Claire Stokes, Circle Agency managing director, said: “We are thrilled that brand experience is such a focus for Maxinutrition this year and we are honoured to have been trusted to deliver a cross portfolio programme which is truly integrated and engaging. Our partnership is off to a great start and we are enjoying being part of the all agency team that is set to deliver an exceptional year for Maxitone, Muscle and Fuel.”