The Minimart Bosses It for This Sci-MX Sports Nutrition Campaign

Sci-MX, the UK’s fastest growing sports nutrition brand, this month launches its new creative advertising campaign with The Minimart. Print ads depicting gym users who have ‘bossed’ their work-out, leaving equipment bent and twisted, with the invitation to ‘walk in, tear it up, walk away’ will be launched in key men’s health and lifestyle magazines and then followed by digital, social and outdoor media.

An Instagram focused social media campaign will run alongside, encouraging the core target market of young men to share their own ‘Bossed It’ pictures and challenge their friends and followers to get to the gym and match their workout.

The campaign is part of a £1.5m spend in 2015 and reflects the brand’s ambition to become no.1 in the sports nutrition category.

Tim Clyde, Creative Partner at The Minimart, said “This concept and style of work is different to anything else you see in the fitness market. Sci-MX users are committed athletes, but they also don’t take themselves too seriously. We want to encourage people to join this Sci-MX community and be proud to ‘boss’ their workouts.”

Senior Marketing Manager at Sci-MX, Chay Watkins, said “Sci-MX is one of the leading brands in the UK and is also sold in 24 countries across the globe. The market for sports nutrition is booming and we have found the perfect partner with The Minimart to create an idea and campaign that disrupts the rest of the category and really stands out.”