Nutrition and food tracking app MyFitnessPal has unveiled an addition to the Coogee beach rainbow steps this week with a colourful brand takeover led by Icon Agency.
The start of a New Year is synonymous with setting self-improvement targets such as goals for health, wellbeing, finances or relationships.
Popping up for one day only, messages appeared on the rainbow steps at Coogee Beach to encourage Australians to take small steps towards health goals.
The campaign formed part of a broader integrated communications strategy developed by Icon Agency, to promote MyFitnessPal’s free seven day Small Steps, Big Wins plan, containing helpful tips and recipes, at a key moment in the calendar year for health and fitness.
The plan was developed by nutrition specialists at MyFitnessPal along with international actress and lifelong fitness fan, Kate Hudson.
Held on Monday, January 8, the messages of encouragement followed findings from research conducted by the campaign which found that one in ten (10%) of Australians ditch their resolutions after the first week of January.
Senior account director at Icon Agency, Sian Evans, says the campaign was the perfect way to kick off 2024 activity for the brand.
“With its mission to help Australians achieve their long-term health goals, whatever they may be, this campaign was the perfect fit for a purpose-led approach synonymous with the work we do at Icon Agency," says Evans.
The integrated campaign, which includes a phased media relations program, media ambassadors, social media content and sponsored content, marks the second year of partnership between Icon and MyFitnessPal.
Evans says despite Australians best intentions, maintaining New Year’s resolutions is difficult.
"MyFitnessPal’s free plan was designed to be approachable and help people without the need to overhaul their lifestyle. So together with the MyFitnessPal team, we created a campaign that encourages Australians to re-think their resolutions and instead focus on developing healthier, long-term habits," she says.
Amanda Mahan, vice president of global marketing, MyFitnessPal, says the company's mission is to help Australians develop small, sustainable changes that can build over time into big changes.
"Making a small swap to lessen sugar or increase protein at breakfast can ultimately lead to losing or maintaining weight, feeling stronger and more energetic," says Mahan.
“As our trusted partner in Australia, Icon was the perfect agency to bring this to life, visually and viscerally, in an iconic location."
Passers-by to the activation, which was executed in partnership with Gambit Collective, also had the opportunity to interact with the signs via a QR code providing a link to more information on the 7-day ‘Small Steps, Big Wins’ plan.
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