RocketMill defines and activates brand campaign for USN

RocketMill has developed and launched a new brand strategy, Greatness Inside, for Ultimate Sports Nutrition (USN)

USN’s heritage lies in bodybuilding, so RocketMill’s challenge was to reposition the brand as an accessible, top level performance nutrition brand, without alienating the hardcore bodybuilding audience.

Working with USN and their ambassadors - including top athletes, like GB sprinter Harry Aikines-Aryeetey, RocketMill developed the strategy and creative direction for ‘Greatness Inside’, partnering with Be The Fox on production.

The new creative strategy launches across YouTube, Facebook, Instagram and out of home.

RocketMill’s chief strategy officer, Matt Andrews, said: “Our research showed athletic performance is about more than physical training; mental strength and nutrition play a fundamental role in an athlete’s success. Our strategy hinges on the idea that to achieve greatness out there, starts with greatness inside - that greatness comes from mental resilience and motivation, and the nutrition that fuels and repairs your body.”

USN’s marketing director for UK and EU, Rob Stirling-Craig said: “As an idea, Greatness Inside speaks to the heart of the sector, re-grounding the consumer on what really matters to unlock performance. RocketMill has been an incredibly valuable partner from start to finish, delivering differentiated strategy with strong execution to support our aggressive growth ambitions.’’ RocketMill has delivered a full digital strategy and brand creative, alongside over 200 social media assets, two brand videos and out of home executions.

RocketMill will continue to work with USN throughout 2021 to activate and optimise the Greatness Inside campaign.