The Minimart wins £3.5m Harley Medical Group and SCI-MX accounts

The Minimart has won £3.5 million of business from cosmetic surgeons The Harley Medical Group, and the ad account for sports and nutrition drink SCI-MX.

SCI-MX: The Minimart picks up account
SCI-MX: The Minimart picks up account

Creative for SCI-MX will span print, outdoor and digital and be aimed at young men who like to work out. The campaign will hinge around the notion that they like to "boss" their work out, and compete with others also working out.

Chay Watkins, the SCI-MX senior marketing manager, said: "The market for sports nutrition is booming and we have found the perfect partner with The Minimart to create an idea and a campaign that disrupts the rest of the category and really stand out."

The Minimart worked with rival sports brand MaxiMuscle until the end of last year. 

Tim Clyde, the creative founding partner at The Minimart, said: "We worked with MaxiMuscle for six years and since globally re-aligning its business we’ve been looking for the next potential star in this category. SCI-MX is that, and more.

"The campaign we have lined up should introduce a new way of thinking in the industry and we can’t wait to release it."

Minimart has also won the Harley Medical Group’s national offline and online advertising, worth an additional £2 million, following a competitive pitch.

Breaking next month, the campaign will aim to move away from "traditional surgical advertising" that shows before and after results, and instead focus on Harley Medical Group as a trusted brand and responsible provider.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More