For Goodness Shakes is launching its biggest-ever integrated marketing campaign by teaming up with the obstacle event series Tough Mudder.
The category’s biggest-ever sponsorship will see For Goodness Shakes deliver protein and energy drinks and supplements to participants at 19 Tough Mudder events across the UK and Ireland for the next two years.
Alex Brooks, managing director at For Goodness Shakes, said: “We’ve successfully built our brand by getting out there and getting our product in to the right people’s hands. Our partnership with Tough Mudder is our biggest, most involved, most far-reaching experiential activity ever.
“As well as sampling at all Tough Mudder events we’ll be taking our relationship on-pack, in-store, activating across social and PR and through the trade nationally.
“On-pack we’ll be rolling out a co-promotion with our friends at Merrell shoes which we think is another perfect fit. Through social we’ll be creating original content to tell stories of participants which we’ll support via media and influencer relations and with paid-for social support.”
“In terms of category leadership, no-one is doing more to extend their range, to attract new consumers in or to add value”.