GNC Holdings latest national brand campaign, called "Beat Average," includes a mix of network prime, premium and targeted cable, out-of-home, newspaper, magazine and online media.
"Since 1935, we have been committed to being above average in our products, stores and customer service. Our array of superior products can meet a wide range of individual needs,” said Joseph Fortunato, chairman, president and CEO. “This campaign is grounded in GNC's DNA and establishes 'average' as a common enemy we all can relate to when it comes to health and wellness. No matter who you are, average is in all of us and GNC is here to encourage everyone to ‘Beat Average’ in regards to achieving their overall wellness goals and helping to celebrate their successes."
Developed by Carmichael Lynch, its agency of record, the campaign this week made its global debut in GNC's 8,500 stores and will premiere during network primetime May 3.
"GNC is a lifestyle brand with a loyal base of dedicated fitness customers whose goal is to live a healthier lifestyle. The Beat Average campaign extends GNC's reach with a wide base of consumers who are committed to achieving their own health and wellness goals and welcome a partner in doing so. With the highest quality products and world-class product development capabilities, in addition to their educated in-store staff providing unparalleled customer service, GNC is that partner. Beat Average encourages us to be a little better than we were yesterday, in any way — great or small. The Beat Average campaign not only underscores this sentiment, but brings it to life," said Marcus Fischer, president and chief strategy officer, Carmichael Lynch.