Have A Cheat Day and Get A Pizza!
Imagine that you have been eating fitness meals every day for a whole week. What do you want to do most now?
Have A Cheat Day and Get A Pizza!
Will a company that deals in fitness clothes and accessories launch a campaign to encourage customers to eat pizza?
Yes! Gymshark will!
Cross-border Campaign
On April 26, 2021, Gymshark and Pizza Pilgrims held cross-border marketing cooperation together. When customers place an order from pizza pilgrims through Deliveroo, they can get a free Gymshark and Pizza Co. T-shirt.
About Gymshark
Gymshark is a UK-based fitness apparel and accessories brand, manufacturer, and online retailer. Through digital events, social media channels, and influencer networks, Gymshark has more than 20 million target audiences now. In just nine years, the company has received millions of followers and customers highly engaged in social media in 131 countries. After obtaining the investment of General Atlantic, it has just reached a valuation of $1.3 billion. It could be called one of the fastest-growing and most famous fitness brands in the 21st century.
Back to Campaign
Gymshark used Twitter and Instagram to publicize this campaign. The promotion on Instagram was started by a small vote to choose a cheat day pizza. Such publicity naturally and easily interact with customers. It is also easier to arouse people’s desire to get a pizza as the choice of a cheat day.
The surprising and interesting highlight of the campaign is that it captures the heart of the targeting consumer. After all, day-to-day diet control sometimes makes people feel bored and dissatisfied. At this time, the customer’s most desire and expectation might be the occasional small indulgence, such as eating some high-calorie foods. Gymshark succeeded in arousing the desire of the target consumer. Through this campaign, I think the brand conveys to customers that they think about problems from the perspective of customers.
Overall Brand Story
Long before this cross-border cooperation campaign, Gymshark launched many votes on cheat day food on Instagram from time to time, such as hamburgers, spaghetti choice, and so on. This campaign well continues the overall brand story of the brand. In addition, when browsing Gymshark’s official website and social media, this brand makes me feel relaxed, confident, and free. The posts of Gymshark did not choose the same traditional aesthetic body-building. It shows the confident look and stretch posture of fitness people of different sizes. Through photos and videos, we can intuitively feel that brands and models are not only showing clothes but also showing their heartfelt longing and love for life and fitness.
This is good shareable content. Gymshark makes good use of digital marketing to personally create excellent customer touchpoints. They treat customers as friends and care about their physical, psychological, and spiritual needs, rather than urging customers to maintain a strict diet like fitness coaches. This will build a better relationship with customers.
It is interesting to note that the founder of Gymshark used to be a pizza delivery driver, which might be the reason why he chose to cooperate with a pizza company rather than other food companies in this campaign.
