Fuel Your Imagination

Optimum Nutrition inspires audiences to reach their potential

The ‘There’s More In All Of Us’ campaign from Be The Fox spotlights the inspirational stories of athletes and the challenges they have overcome

Georgie Moreton

Deputy Editor, BITE Creativebrief


The journey to success is not always easy. With this in mind to inspire audiences, Optimum Nutrition has launched its ‘There’s More In All Of Us’ campaign that showcases the emotive stories of athletes. The nutrition brand aims to show that with the right training, nutrition and commitment, anything is possible.

The campaign has been developed in partnership with creative consultancy Cahill&Partners and content agency, Be The Fox. The campaign is made up of a series of emotive individual athlete videos from Optimum Nutrition’s roster where the athletes each share how they overcame challenges to achieve sporting excellence. The creative aims to inspire consumers to also achieve their full potential.

Athletes include England and Harlequins Rugby Fly Half Marcus Smith, Paralympic swimmer, Alice Tai, Muay Thai Fighter, Nesrine Dally and  Chelsea and England Footballer, Lauren James.  

In one execution Harlequins and England Rubgby Fly Half, Marcus Smith, shares the challenges he has faced in his career. He explains: “I was always a pretty small guy. But I knew I was fast and could use that to my advantage. I knew I had to double down on my training. I had to get faster and stronger. So Optimum Nutrition took a massive front foot in my training. I can sleep easy knowing I’ve done my preparation, nutrition. To have that confidence when you step onto the field. It’s been a revelation”.

The campaign also features a multi-athlete spot made up of Paralympic swimmer, Alice Tai, Muay Thai Fighter, Nesrine Dally, England and Roma footballer, Tammy Abraham, Chelsea and England Footballer, Lauren James, Bodybuilder, Will Chicomb, Olympic weightlifter, Emily Campbell and England Rugby star Marcus Smith. The creative focuses on how, despite being different, we all have more in us..

By showcasing a range of athletes that have all faced their own unique hardships the spot demonstrates that the road to fitness is different for each individual. 

“True representation of the range of people who use Optimum Nutrition was so vital for the shoot” explains Megan Price, Co-Founder of Be The Fox who created over 50 pieces of content for the campaign. “The atmosphere on-set was electric as everyone involved felt like their story was being shared with passion and empathy. We can’t wait to see the response to the films.”

The ‘There’s More In All Of Us’ ads will also feature on digital, radio and in print. In-store ads, Point of Service and vending machines will bring the campaign front-of-mind with consumers at point of purchase. They aim to inspire consumers that pursuing an active lifestyle will unlock more in themselves.

Against a backdrop of January wellness messaging, the campaigns focus on individuality and potential. An approach which inspires audiences with the stories of others to take on a fitness journey that suits them, rather than the one-size fits all messaging which has held sports brands back in the past.