Maxitone and Maximuscle appoint The Circle Agency

Health and Fitness nutrition brands, Maxitone and Maximuscle have appointed Circle Agency to deliver experiential events across the brand portfolio, February 2013.

Following a competitive five-way pitch, brand experience agency Circle Agency have been contracted to design, produce and manage experiential activities across the company’s product portfolio including Maxitone, Maxifuel and Maxi-Milk.

Kate Wells, Maxitone’s senior brand manager, commented: “Getting one-to-one time with our customers has always been important to our brands and remains a core part of our marketing strategy for 2013; to educate mass consumers on the benefits of protein and the role it can play in achieving a healthy lifestyle. Experiential is the ideal way to achieve this. It was vital that we found an agency we could form a long-term relationship with that understood our business needs. Circle stood out for us because of their creative approach and ability to manage the end to end process. We were also impressed by their proven track record in delivering creative and accountable experiential campaigns, and their clear understanding that each of our brands require a very different approach.”

The first event launched this week and sees Maxitone take over Westfield London’s atrium with a huge ‘pop-up’ style multi-purpose store. The two-week activation (1st – 14th February 2013) forms part of the ‘Thank You Protein’ campaign, a multi-channel campaign to educate women in the role protein plays in a healthy lifestyle. Shoppers have the chance to meet nutritionists for free advice on how to get fit and shape up, try out the latest fitness trends and sample Maxitone products.

A packed schedule of free exercise classes and demos is being led by partners LA Fitness, England Netball, Volleybody and Nike+ Kinect Training.

Claire Stokes, Circle Agency managing director, said: “We are delighted to be working with the Maxi brands. It is such an exciting time for the brands, as they build on their heritage and lead Europe’s growth in this category. 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.”