Marry the two health subjects and make protein deficiency relevant to the louder conversation.
We conducted research that showed protein played a critical role in long-term physical immunity, and protein metabolism plays an important role in immunity against infections. Immunity, the number one goal on everyone’s mind, was the way in. And the Protein For Better Immunity campaign was born.
From lockdown recipes and protein-rich grocery lists to work-from-home meal plans, we served up content that made a tangible impact on altered lifestyles. And we promoted it through lockdown’s most-consumed channels: TV and digital. Nutritionists, researchers, celebrity chefs, fitness consultants and wellness coaches chimed in, voicing the importance of eating well during a pandemic and how protein boosts immunity over time.