YoPRO launches fitness challenge with Emotive and Lampoon Group

30 April 2020

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The 66-day program includes 100 individual pieces of content.

Danone’s high protein snack brand YoPRO has launched the YoPRO Fitness Challenge – an online fitness and nutrition program, challenging people to come out of isolation fitter than they went in.

Created by Emotive and Lampoon Group under the brand’s ‘Fuel Your Journey’ platform, the challenge includes 66 days’ worth of tailored home workouts, meal plans, and mindfulness sessions designed by some of Australia’s best fitness experts.

“Research suggests it takes 66 days on average to form a new habit," Emotive managing partner and head of strategy Michael Hogg says.

"So, what better way for YoPRO to inspire its audience to make the most out of isolation, than by encouraging them to form habits that could help them come out fitter than they went in.”

Lampoon Group social account director Lauren Houghton says YoPRO has developed a strong community of people who value health and well-being since launching in Australia.

"We were able to hand-pick the collection of credible elite athletes and health and fitness experts who will be able to provide guidance in areas that the YoPRO community values," Houghton says.

"Focussing on nutrition, fitness and mindfulness, the challenge aims to connect and inspire our audiences to build healthy habits during isolation and beyond.”

YoPRO brand manager Xavier Gonzalez says the campaign aims to help Australian consumers start and stay on top of good habits.

"In partnership with the online programs and workouts, YoPRO’s high protein, no added sugar products are the perfect nutritional fuel to keep consumers going throughout their daily routines," Gonzalez says.

The YoPRO Fitness challenge features ten of Australia’s biggest fitness influencers and is endorsed by Olympians Jess Fox and Kyle Chalmers along with world No.1 tennis player Ash Barty.

The 66-day program includes 100 individual pieces of content.

With social media usage rocketing during lockdown, distribution is focused on Instagram, Facebook, Tik Tok and YouTube with a range of video assets driving both awareness and uptake of the challenge.

Credits
Client: YoPRO
Head of Marketing: Blanca Carbonell
Brand Manager: Xavier Gonzalez

Creative Agency: Emotive
CEO: Simon Joyce
Managing Partner & Head of Strategy: Michael Hogg
Business Director: Marshall Campbell
Group Creative Director: Zane Pearson
Creative Director: Michael Dawson
Senior Creative & Director: Rory Pearson
Executive Producer: Hayley Ritz-Pelling
Studio Manager: Rebecca Love-Williams
Editor: Ben Kucharski
Designer: Tim Evans

Distribution: Emotive
Head of Distribution & Analysis: Jamie Crick

Social Media & PR Agency: Lampoon Group
CEO: Josh White
Social Account Director: Lauren Houghton
Social Account Manager: Liz Van Oyen
Talent & Partnerships Manager: Millie Dawson
Public Relations Manager: Emily Simons
Creative Producer: Jesse Mclallen
Editor: Marcario De Souza
Editor: Jared Lammiman

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