For Goodness Shakes prepares to get dirty

Tough Mudder obstacle course

RTD protein brand For Goodness Shakes is launching its biggest-ever integrated marketing campaign: a partnership with obstacle race organisers, Tough Mudder.

The partnership will see For Goodness Shakes deliver protein and energy drinks and supplements to entrants at all 19 Tough Mudder events across the UK and Ireland for the next two years.

Alex Brooks, For Goodness Shakes managing director, said the partnership is the brand’s biggest, most involved, most far-reaching experiential activity ever. “As well as sampling at all Tough Mudder events we’ll be taking our relationship on-pack, in-store, activating across social and PR and through the trade nationally.”

Tough Mudder UK commercial director, Mat Bell, added: “We are thrilled to team up with For Goodness Shakes in 2017 and bring Mudders all the fuel, protein and energy drinks they need to take on the Tough Mudder course.”

Besides an array of daunting obstacles, competitors at the 19 Tough Mudder events being held in the British Isles in 2017 face a triple-whammy of For Goodness Shakes marketing activity. Energy drinks will be distributed in the warm-up zone; on the course, branded monkey bars will challenge participants’ coordination and upper body strength; and finally, finishers will be offered an ice-cold recovery shake.

For Goodness Shakes brand manager, Sam Hutton, concluded: “We’re going to help hundreds of thousands of Mudders to conquer the course they choose to take on. In our eyes, anyone and everyone can complete the challenge, provided they prepare right and we are committed to supporting them with products, training tips and nutrition advice from For Goodness Shakes experts.”