Protein Power and Community Spirit: The MILRAM "Protein WOW" Influencer Challenge

Background and Challenge

The post-holiday period traditionally marks the beginning of "shaping season" – when people shift their eating habits toward healthy, protein-rich foods. MILRAM wanted to capitalize on this timing to position their cottage cheese as a versatile protein powerhouse. The challenge: engaging a fitness and recipe-enthusiast audience with creative snacking ideas while authentically showcasing the product's versatility.

Approach and Realization

Building on the existing "Protein WOW" concept, we developed it into a digital influencer challenge. Three carefully selected influencers presented their personal favorite protein recipes featuring MILRAM cottage cheese in engaging reels. The MILRAM community became active participants, voting for their favorite recipe while competing for one of three exclusive Protein-WOW prize boxes. The campaign deployed a cross-media approach – spanning the website, Facebook, Instagram, Pinterest, and the MILRAM newsletter.

Results

The challenge proved to be a resounding success, achieving all objectives: cottage cheese gained spotlight as a protein-rich multi-talent while thousands of participants found inspiration through creative recipe ideas. High voting participation and positive community feedback demonstrated that the campaign not only delighted MILRAM but created genuine value for the target audience.