The campaign, this year, is continuing with the same tag, ‘’EveryBody Is Welcome’’ which it had last year. This tagline is for the purpose of driving inclusivity of everyone, irrespective of body shape, size, etc. It so resonated with consumers and the general public such that there was immense participation in last year’s campaign; and more of such is expected this year.
Speaking on the campaign idea for 2023, Three Crowns’ Marketing Manager, Chioma Otisi-Igwe, noted that the theme of the campaign, ‘’EveryBody Is Welcome’’, refers to a double speak of every shape, form and size of human physical build up as well all sexes”. “The heart of this is to ensure there is inclusivity and position the brand as a cheerleader that motivates people as they work towards achieving their body goals to have a great health”, Otisi-Igwe said.
She continues, “Through the campaign, we intend to engage consumers with daily routines using unconventional work out tools to grow fitness in exciting ways”.
The campaign which is scheduled to hold from May 1 to May30 will feature daily exercise videos tailored to suit different levels of fitness challenge participants, including the Newbie (Beginner’s level), Wannabe (Standard level) and Pro(Advanced level), based on their thresholds to exercises.
These videos will be deployed across the brand’s digital platforms (social media, WhatsApp and Telegram); and consumers are expected to recreate same, repost on their social media handles and tag the handle @3crownsmilk, using the hashtag #TC30DaysFitnessChallenge. Similarly, they can also share their videos directly on the WhatsApp and Telegram coaching groups.
According to the marketing manager, interested participants can sign up for the sessions via the Three Crowns website – https://www.threecrowns.com.ng/fitness-challenge. They can also join dedicated WhatsApp and Telegram groups for the campaign.
And, following the daily routines, participants will be sent meal plans, which will further help them to stay in check as they keep fit and stay healthy.
As Jacob further disclosed, for the duration of the campaign, Saturday sessions will feature different cardio dance exercises which will hold online across the brand’s social media pages and streamed real time. These sessions will be anchored by Shedams (Creator of Nigeria’s 1st Weight loss Reality TV Show – The Fastest Shedder) and other fitness influencers.
Also, participants will be engaged in different mini-workout challenges, such as Speed bounce, for a chance to win amazing prizes.
It is worthy of note that Three Crowns is the first milk brand to show care for mothers, while acknowledging the important roles they play in the family. The brand recognizes that when mothers, socially believed to be primary care takers, are themselves taken care of, this directly and positively impacts the care they give to their families. The brand has thus given itself the patriotic task of encouraging women to eat and live healthy, thereby making fitness a lifestyle.
