Background
Blessed Protein is the plant-based protein line by EHPlabs. As one of the world's leading supplement companies, EHPlabs is heavily involved across all marketing activities, including physical activations and events.
The Task
As part of Sydney's largest fitness convention, Butterflys was tasked with the ideation and concept for the Blessed Protein side of a four-sided booth at the Sydney Fitness Show 2018. The component of the Blessed booth needed to be memorable, and make an impact on all visitors to the expo over three days.
Context
Blessed Protein was created not only as the best plant-based alternative to traditional supplements, but also as a consumable lifestyle product that is friendly on social media. Consumers of Blessed are switched on in relation to contemporary culture, trends and align themselves loyally to brands that match their values.
Having launched only in January 2018, building enough brand by the expo in April 2018 was a challenge.
Solution
Utilising influencers was a challenge due to the short time frame between brand launch, and the expo. Due to the complexities in finding the right influencers to represent the brand at the expo, Butterflys opened up the concept of a collaboration between Blessed and a lifestyle brand that appealed to the target market.
In conjunction with senior management a collaboration with renowned macaron manufacturer Adriano Zumbo was organised, with Blessed x Zumbo macarons to grace the Blessed side of the booth at the Sydney show.
Over 15 000 macarons were organised for free sampling over the weekend, building off the motto, Health and Indulgence don't have to be mutually exclusive. Butterflys was responsible for the set up of the booth, along with liaison between both parties to ensure that macarons were kept in a safe, convenient environment for distribution during expo hours.
The Outcome
The collaboration between Zumbo and Blessed Protein was a significant hit, and formed the baseline for a product collaboration between both parties, a plant-based macaron-flavoured protein powder.
Unfortunately this never came to fruition due to the Zumbo heading into administration. Nonetheless, the achievement of this collaboration with a contemporary, mainstream brand played a factor in the deals Blessed Protein subsequently secured with retail giants Chemist Warehouse.