--- title: Optimum Nutrition date: 2026-03-03T16:28:00+00:00 author: "ashley@bgn.agency" canonical_url: "https://itsprettygreen.com/work/optimum-nutrition-channel-more" section: Projects --- # Optimum Nutrition Channel More [PR & Digital PR](https://itsprettygreen.com/services/pr) [Talent & Brand Ambassador](https://itsprettygreen.com/services/talent-brand-ambassador) ![A determined swimmer stands at the water's edge, gazing over a tranquil lake. She wears a striking red swimsuit and a matching swim cap, showcasing her athletic form. A sleek prosthetic leg complements her silhouette, while the grey skies reflect a calm and resolute atmosphere.](/uploads/transforms/Images/Case-Studies/_1920x1080_crop_center-center_90_none/PR_Banner.jpg) ## Optimum Nutrition challenged sports marketing stereotypes with an English Channel relay led by Paralympic gold medallist Alice Tai ##### Challenge Sports performance marketing is typically dominated by #fitspo. But where is the representation for people of differing lifestyles and abilities who want to unlock their potential? Optimum Nutrition wanted to change the narrative. They believe that with the right training and nutrition, “There is More In All Of Us”. We were ready for the challenge, aiming to increase their share of voice by 10% against nutrition and sports performance brands. ##### Activation We worked with Optimum Nutrition ambassador Alice Tai, a Paralympic GB swimmer who won Commonwealth Gold in 2022, just months after having her lower limb amputated, to create Channel More. One gruelling challenge: conquer the English Channel in a swim relay with applications open to anyone. Leveraging Alice’s own phobia of open-water swimming, the project inspired a diverse range of people to break through their personal barriers. We created a team of five aspiring open-water swimmers who trained for six months to complete the relay together. The campaign ran in three phases over six months: Launch, Training and Challenge with inspiring storytelling following the swimmers from sign-up to triumph. ##### Impact Optimum Nutrition became the noisiest, most visible and most inclusive protein brand in earned media. Hundreds of pieces of UK coverage were generated, hundreds of millions were reached and we more than doubled the share of voice target. 709 pieces of UK earned coverage 914 million combined reach 6 million coverage views 100% positive sentiment 22% increase in share of voice (target was 10%) Gained majority share of voice from Huel ![A woman with curly hair, wearing a black cap and a loose black top, stands on a boat's deck, proudly offering a partially eaten chocolate bar wrapped in purple packaging. The shimmering sea glistens beneath a bright blue sky dotted with fluffy clouds, creating a vibrant, joyful atmosphere.](/uploads/transforms/_1600xAUTO_crop_center-center_90_none/IMG_5035.jpg) ![A swimmer dons bright swim gear, partially illuminated by the nearby rescue boat, cutting through dark waves under a starry night. The boat’s silver hull contrasts against the deep green water, creating a striking maritime scene. The smooth surface reflects faint lights from the shore.](/uploads/transforms/Images/Case-Studies/Knoops/_1600xAUTO_crop_center-center_90_none/IMG_4958-scaled.jpg) ![A group of seven individuals poses on a sunlit marina dock, surrounded by boats. They are dressed in casual clothing, including cosy jackets and comfortable footwear. The backdrop features a gently rippling harbour, with hills in the distance and a clear blue sky overhead.](/uploads/transforms/Images/Case-Studies/Knoops/_1386xAUTO_crop_center-center_90_none/IMG_5061.jpg) ## Want to see more? [ See Our Work See Our Work ](/work) [ ![A lively group of individuals, dressed in matching black and white striped shirts, stand in a line eagerly outside a bustling pizzeria in an urban setting. The shop's warm yellow awning contrasts with the grey facade, adding a vibrant touch to the scene.](/uploads/transforms/Images/Case-Studies/PEX/_924xAUTO_crop_center-center_90_none/image-4-1.jpeg) PizzaExpress ### Earn Your Stripes Making Pizza Express famous as the go to dining option PR & Digital PR ](https://itsprettygreen.com/work/pizzaexpress-earn-your-stripes) [ ![A stylish wooden pedestal displays four creamy white cubes of chocolate, exuding an inviting, melt-in-your-mouth allure. The smooth, matte texture of the cubes contrasts elegantly with the minimalist pedestal, enhanced by soft natural light that accentuates their delicate appearance.](/uploads/transforms/Images/Case-Studies/_1024xAUTO_crop_center-center_90_none/fkUscClpsMLERKkfqAREEiVRCFc.png.webp) Knoops ### Scaling Online Sales Driving profitable ecommerce growth Paid Search & PPC Paid Social ](https://itsprettygreen.com/work/knoops-scaling-online-sales)