"Für schmucke Deerns & Kerls": MILRAM's Fitness Campaign, North German Style

Background and Challenge

MILRAM faced the challenge of establishing itself as a key protein supplier in the growing "everyday fitness" market. The North German brand wanted to reach the target group that gave the campaign its name – the "schmucke deerns & kerls" ("handsome girls & guys"), fit and active people of Northern Germany – and position them as role models for an athletic, protein-rich lifestyle. These active individuals already embodied the values MILRAM wanted to communicate: sports and conscious nutrition as natural parts of daily life.

Approach and Realization

In spring 2020, we developed on the basis of the existing communication concept a multi-channel digital campaign based on two central pillars: a mobile-optimized landing page as the central content hub and comprehensive social media activation across Facebook, Instagram, and Pinterest.

The landing page allowed users to swipe through three thematic content areas: "Coastal Movement" showcased typical Northern German sports, "Fit Recipes" featured delicious bowls and one-pot creations, and "Protein Heroes" presented the most athletic fitness food from MILRAM's range.

Simultaneously, we launched the recipe offensive "Full Speed Ahead" on Pinterest, providing our 1.4 million monthly viewers with diverse food inspiration. On Instagram, we transformed the bowl recipes into an interactive contest: MILRAM followers could guess a missing ingredient to win an exclusive fitness package.

Results

The digital campaign successfully positioned MILRAM as a strong protein supplier in the fitness segment. By authentically connecting Northern German identity with modern fitness trends, we managed to anchor the brand both emotionally and functionally with the target audience. The campaign's success already opened discussions for a continuation the following year with fresh content around "Northern German Fitness".