Premier Protein taps ‘super fans’ to position the brand as more approachable than competitors
The far-reaching campaign, which launched earlier this month, will set Premier Protein’s shakes apart from competition in the crowded category by positioning them as approachable, great tasting and convenient as told by real life consumer “super fans,” said Jennifer Greenberg, Premier Protein’s director of marketing.
“When you look at a lot of our competitors in our space, a lot of them are really talking to people who are athletes or very fitness oriented. There are also a lot of brands that are about dieting and losing weight. And, I think, what we’ve been able to do at Premier Protein – and what kind of sets us apart – is that we really appeal to the consumer in a more approachable way and focus on people who just really want to improve their health … but don’t know how to take that first step, but are looking for a quick and easy thing that they can do to feel like they’re on track,” Greenberg said.
She explained that one way Premier Protein is doing that is by showcasing in television spots, updates to the brand’s website, social media and other outlets how real consumers are able to face everyday challenges and manage their health with the health of the brand’s shakes and snacks.
In the brand's new marketing campaign, which includes the brand’s first-ever TV spot, Premier Protein will be featuring real-life users including, Andy, who has two daughters, Charmaine, who had six children, Jackie, a Chicago millennial, and Araceli, a forty-year-old focusing on something new, as they share why they launched their health journey and how Premier Protein helps them.
“Our consumers are part of a bigger community and they tend to be motivated by family and friends and the help of others. And so hearing stories of authentic fans and seeing people like them, in similar situations like them and who face the same challenges they do, we are hoping to motivate them and show them that Premier Protein is a brand that can really help them,” Greenberg added.
'Feel Good About Great Taste'
With the tagline “Too Good To Be Good,” the campaign also aims to position Premier Protein as a line of products that tastes so good that consumers will wonder how it can be good for them, Greenberg said.
“Taste is a really, really big part of what we do. We always say that what makes Premier Protein special is that we provide the nutrition that our consumers are looking for and that they need, but we also do it with great tasting products that they can enjoy and love and make a part of their daily routine,” Greenberg said.
Acknowledging that “flavor fatigue is real,” and that “people get tired of the same flavor after a while,” Greenberg noted that Premier Protein offers eight flavors of its 30-gram protein shakes, including a recently launched café latte flavor that can help jumpstart consumers’ days.
The brand also recently launched a trio of Premier Protein Shakes with Oats, which also target breakfast with flavors including Apple Cinnamon, Blueberries & Cream and Oats & Maple. This line complements 20 grams of protein with 7 grams of fiber and only one gram of sugar.
Contests generate excitement
While the campaign relies heavily on consumers’ real life stories to highlight the benefits of Premier Protein, the brand also is tapping experts who will extol the brand’s benefits and also engage directly with consumers online.
Specifically, it is teaming with fitness expert Gina DiNapoli and registered dietitian Annessa Chumbley, who will engage with consumers and participate in the social media contest #PremierProgress, which will launch Feb. 1. Consumers can center by following @PremierProtein and use in their posts the hashtags #PremierProgress, #PremierProteinContest and #PremierProtein. The winners will be selected by March 30.
“We know that this time of year many fans are trying to either start a health journey or get back on the wagon, and so we have partnered with Annessa Chumbley and Gina DiNapoli to help provide tips to stay on track,” Greenberg said.
Through the partnerships, Premier Protein hopes to foster more community connections between its fans by hosing several contests on social media, such as an Instagram contest asking them to submit what motivates them and their progress.
Life after Post Holdings
Beyond the obvious connection to New Year’s health and wellness resolutions, Greenburg said that Premier Protein is finally in a position to heavily invest in consumer outreach following the spin off of Premier Nutrition from Post Holdings last fall into the newly named BellRing Brands.
“The launch of the IPO really put us in a position where we’re looking to invest in brand growth and we have the financial support of investors to do so,” she explained.
Post Holdings’ spun off its Active Nutrition brand in part because of its rapid growth in recent years. Post Holdings explained in a call to investors this fall that the collection of brands in it its Active Nutrition portfolio posted a collective annual compound growth rate of 30% since 2014 – mostly due to the success of Premier Protein ready-to-drink shakes.
