Hero Campaign

We launched Hero as our best ever product. It was our biggest campaign to date, and was expected to generate four times the revenue of our previous best-selling protein powder.

The idea is centred around the anti-hero — the person who consistently shows up in the small, everyday moments. It's a story of consistency, dedication and sacrifice.

The Hero campaign hero image.

The back of pack copy told that story. Using quick pacing and detailing relatable moments for a gym-goer, it pulls on the feeling of finding your place in the gym. It tells a story our customers can resonate with, and the handwritten sign off adds a personal touch.

Back of pack copy.

The headline for the campaign rammed home the fact that heroes are made from everyday moments. Ultimately, it’s about creating healthy habits that work.

Campaign headline.

Like the product logo, it continues with the strikethrough — a move that creates a very strong brand image and identity.

We feel this campaign furthers our brand presence and, most importantly, places Bulk as a brand that resonates with its core audience.