⁨When Müller Met Myprotein⁩.

⁨Protein had gone mainstream, but the category still looked like it was made for serious gym-goers. Müller had no protein product and Myprotein had no place in supermarket chillers, so each brand lacked half of what the other had.⁩

⁨VCCP framed the deal as 'The Power of Two' and told the launch as a love story. OOH and DOOH ran lines like 'Big Spoon Material', with cheekier copy in gyms; VCCP and EssenceMediacom used a 'chili scale' to set how bold each placement could be. Curious Panda ran a 'Sweat to Spark' activation built on the idea that people are more open to meeting someone after exercise.⁩