Maxinutrition Reappoints Kitchen as Lead Strategic and Creative Partner

Maxinutrition, the category leading protein brand and part of the Kruger Group, has reappointed independent creative agency, Kitchen as lead strategic and creative agency without a pitch, 10 years after last working together. 

Kitchen worked with Maxinutrition (formerly Maximuscle) for five years and played a key role in the brand’s success, including making it the number one protein supplement across Europe resulting in the brand’s acquisition by GSK in 2010.

The brand is now owned by German food giant Kruger Group who came back to Kitchen with the task of breathing life back into the brand and making it more relevant with the UK audience. 

The initial strategic and brand development stage will be followed by a multi-channel creative campaign launch. 

Steve Hardy, managing director, Maxi Nurtrition said, “There’s strong ambition to bring Maxi back to the forefront of consumers' minds with our Nutrition credentials, rather than the outdated ‘muscle’ connotation. The Category has progressed significantly and our brand must align to the evolving Shopper. It’s imperative our approach is insight led, demand creating and Category growing. Kitchen’s passion for the brand was very apparent. After a little consideration it was an easy decision to make. I am excited about the partnership opportunity before us.”

Ed Chilcott, co-founder of Kitchen said, “Maxinutrition was a huge part of the early days of our agency so it holds a special place for us. We were very proud of what we achieved for them and the category as a whole, so are delighted to have the opportunity 10 years later to help Kruger return the brand to its rightful place within the category.”