Protein nutrition in advertising is most often associated with individual workouts, discipline and precise progress tracking. Müller and Myprotein placed it in a considerably more unpredictable situation this summer, on an obstacle course that two people must complete while blindfolded.
At the centre of the new integrated campaign Together Hits Different are influencers GK Barry and Paul Olima. At the beginning of the film, they barely know each other, but they soon have to take on the role of guiding one another and work together to crawl through a tube, cross an obstacle with the help of a rope and complete the challenge by ziplining into a lake.
The 60-second film was directed by Price James and developed by the agency VCCP Blue in collaboration with the production studio Girl&Bear Studios. Wide shots, drone footage and material captured with a 360-degree camera bring the campaign closer to the visual language of the content its protagonists publish daily on social media.
The obstacle course was not chosen solely for the physical challenge. The campaign was built around the idea that taste, nutrition and personal progress do not have to be presented as an isolated process. Instead of an individual working on themselves alone, the focus is on trust, communication and awkward moments that arise when a result can only be achieved through teamwork.
The same idea was also transferred to the football activation The Mixers Cup, developed by the agency Curious Panda. Influencers and amateur players were divided into mixed teams on a rotating pitch, making collaboration part of the game’s mechanics rather than only the campaign’s message.
Social content was prepared by Coolr, while EssenceMediacom was responsible for media planning and buying. The campaign was launched alongside the introduction of the Mixers product and spans online video, social and digital channels.
The partnership between Müller and Myprotein began in September 2024. In its first full year, it generated £26 million in retail sales value and became the biggest growth driver within Müller’s portfolio.
According to Vicky Morgan, Health Lead at Müller, the aim of the campaign was to connect nutrition with a more social and enjoyable experience, rather than leaving it presented exclusively as a functional obligation.
