Premier Protein

Fuelling Friendships

Challenge
Premier Protein wanted to drive brand awareness and shift perception by tapping into the growing wellness socialising trend among Brits, positioning their product as the go-to refuel for a new generation swapping pints for protein.

Creative approach to the brief
As production partner to PR agency HUNTER, a free pop-up sauna experience in London - "Fuelling Friendships" - brought the brand to life through the Finnish Fire & Ice method, offering Himalayan salt saunas, cold plunge pods, jacuzzis and infrared rooms, with Premier Protein shakes on-site to refuel guests and spark real-life connection.

Performance
Research underpinning the campaign revealed 75% of Gen Z are drawn to healthier social settings, 55% would choose a protein shake over a pint, and 57% feel more energised through wellness-led socialising - cementing Premier Protein's relevance at the heart of a cultural shift.