What we're saying

Democracy recruits superstar fitness ambassadors for social media campaign

Nothing gets us more excited than the launch of a brand spanking new product! 

Introducing Hi-PRO Peanut Butter, containing more than 25% extra protein than mainstream peanut butters, we definitely were excited to get stuck into this product, (literally, it tastes amazing).

To launch Hi-PRO, we needed an exciting and engaging social media campaign to spread (no pun intended) the word of this awesome protein packed product, aimed at those who train. With the rise of fitness inspirations on social media, like Joe Wicks – ‘The Body Coach’ (who shot to fame on Instagram with his ‘Lean in 15’ recipes), we identified there is a real surge in people seeking ways to stay healthy, in particular through fitness tips and recipe ideas.

What better way to launch Hi-PRO, than to recruit the biggest and best personal trainers across the UK providing unique recipes to share across social media? And that we did.


We recruited 50 superstar fitness ambassadors at the forefront of social media, ranging from celebrity personal trainers to cover models featured in top fitness magazines, including Matt Roberts (David Cameron’s PT) and Ben Mudge. Each personal trainer was sent samples of Hi-PRO and they were then challenged to create a recipe unique to them as well as a 15 second recipe video, to share across their social channels and blog.


The campaign was a massive success reaching more than 1.3m people, generating a massive hype around the product in it’s initial stages. The popularity of the product has continued to grow rapidly following the seal of approval from accredited fitness ambassadors, resulting in engagement from England rugby player James Haskell and international fitness athletes including Shaun Stafford.


The only way is up for Hi-PRO!



Work with Democracy to get people talking about you by
calling - 0161 881 5941 or email - jennifer@democracypr.com