Yo Pro launches free 66-day fitness challenge featuring influencers and Olympians
Danone’s yogurt brand Yo Pro has launched a free 66-day fitness and nutrition program to challenge Australians to “come out of isolation fitter than they went in”.
The program will feature 10 of Australia’s biggest fitness influencers, as well as world number one tennis player Ash Barty, swimmer Kyle Chalmers and slalom canoeist Jess Fox, who were announced as Olympic ambassadors for the brand last month, prior to the 2020 Tokyo Games being postponed.
Developed by Emotive and Lampoon Group, over 100 individual pieces of content have been created for the challenge, including at-home workouts, meal plans, and mindfulness sessions.
The content will be distributed on Instagram, YouTube, Facebook and Tik Tok.
The goal is to help Yo Pro’s audience to form new, healthy habits, said Michael Hogg, managing partner and head of strategy at Emotive.
“Research suggests it takes 66 days on average to form a new habit. So, what better way for Yo Pro 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,” Hogg said.
Lauren Houghton, social account director at Lampoon Group, added: “Since its launch in Australia we’ve been working with Yo Pro to develop a strong community of people who value health and well-being so we are extremely excited to be offering the Yo Pro Fitness Challenge. 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 Yo Pro community values. Focussing on nutrition, fitness and mindfulness, the challenge aims to connect and inspire our audiences to build healthy habits during isolation and beyond.”
The first five days of the challenge are already online, including a high intensity training session with Andrew Pap and a meal prep lesson from Katie Lolas.
Yo Pro brand manager, Xavier Gonzalez, said: “We’re thrilled to be rolling out the Yo Pro Fitness Challenge to help Aussie consumers start and stay on top of good habits. In partnership with the online programs and workouts, Yo Pro’s high protein, no added sugar products are the perfect nutritional fuel to keep consumers going throughout their daily routines.”
Credits
Client: Yo Pro
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
