Global Nutrition and Supplements Brand Myprotein Taps Indie Agency Troup for Product Launch


By thelaegotist / /

Digital marketing campaign supports Whey Forward protein powder

Myprotein, the world’s largest online consumer sports nutrition brand, hired indie creative agency Troup to develop an awareness campaign to introduce active Gen Zers in the U.S. to Whey Forward: a ready-to-mix product that easily dissolves into liquids with the taste and texture of traditional dairy.

The animated 30-second Whey Forward spot is product focused and communicates unique benefits and production techniques. The powder, a first of its kind, was formulated by Perfect Day, a food-innovation firm dedicated to producing creamy, delicious, sustainable dairy that is completely animal-free. In the creative, it’s referred to as “Animal-free. Power-full.” The powder uses fermentation of microflora to produce whey that’s neither animal- nor lactose-based. It also contains no soy, hormones or sugar.

Whey Forward contains 20 grams of protein per serving, comes in three flavors, and has several environmental benefits: Its production uses less water and nonrenewable energy, and it emits less greenhouse gas emissions—all of which are mentioned in the ad. 

The animation was created by Troup production partner Panic using a technique called flat design. The work will run on paid social, YouTube, and video on demand. 

This is the second time Myprotein has selected Troup for an assignment. Earlier this year, Troup helped Myprotein expand its reach in the U.S. with “Fuel Your Ambition,” an anthem ad that introduced its line of sports-nutrition essentials, performance apparel, and 15-million-strong community.  


Agency: Troup

Chief Creative Officer: Matt Dimmer

Chief Design Officer: David Whaite

Executive Creative Director: Chris Sadlier



Pallav Tamaskar – EVP & Managing Director

Ian Roden – Associate Brand Manager

Gregory Pressoir – Head of Innovation & Brand Partnerships

Alex Whitfield – Senior Category Manager


Animation: Panic Studio / SNYDER NYC

Editorial & Sound: What’s For Lunch Media


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