We launched ‘Get Goaling’ to position NoWay Collagen Protein Bars as the perfect win for everyday exercisers—not just athletes. With bold visuals and tongue-in-cheek headlines, the campaign brought humour to a category known for taking itself too seriously.

A targeted media strategy focused investment where it mattered most, using a mix of awareness, priming, and acceleration tactics across key metro markets. The creative also introduced the full NoWay range to drive traffic to online and specialty retail.

The results spoke volumes: In QLD, campaign activity drove a 40% lift in Woolworths sales per store per day compared to non-campaign regions, with growth continuing post-launch. The campaign’s success has led to two follow-up waves.