This article was initially published in Campaign Brief.
Beach-goers in Sydney’s Eastern suburbs may have spotted a new addition to the infamous Coogee beach rainbow steps this week, with a colourful brand takeover led by Icon Agency, for number one global nutrition and food tracking app, MyFitnessPal.
While the start of a New Year is synonymous with setting self-improvement targets such as goals for health, wellbeing, finances or relationships, New Year’s resolutions are often unrealistic or difficult to maintain long-term.
Popping up for one day only, messages of encouragement appeared on the infamous rainbow steps at Coogee Beach this week to encourage Aussies to take small steps towards their health goals.
The campaign formed part of a broader integrated communications strategy developed by Icon Agency, to promote MyFitnessPal’s free 7 day ‘Small Steps, Big Wins’ plan, containing helpful tips and recipes, at a key moment in the calendar year for health and fitness. The plan was developed by nutrition experts at MyFitnessPal along with international award-winning actress and lifelong fitness fan, Kate Hudson.
