CUT THROUGH THE NOISE OF NUTRITION
INDUSTRY
OUR ROLE
BACKGROUND
Young people are more motivated than ever to improve their health, but the internet has made nutrition more confusing, not less. Social feeds are flooded with extreme, contradictory advice, and everyone from creators to comment sections claims to have the “answer.”
MyFitnessPal sits at the center of this chaos as a trusted, expert-backed platform, but needed a way to clearly communicate that value to a Gen Z audience, especially at the high-pressure moment of New Year goal-setting.
THE ASK
We were tasked with launching a New Year campaign that cut through the noise of online nutrition advice and positioned MyFitnessPal as the clear, confident guide for Gen Z and goal-driven consumers.
The campaign needed to feel social-native, relatable, and honest, acknowledging the frustration people feel when searching for nutrition advice online, while reinforcing MyFitnessPal’s core strength: real nutrition information, backed by experts, built around your goals.
SUBSCRIPTIOS UP 220%
45-75m GEN Z'S REACHED GLOBALLY
1.4 BILLION IMPRESSIONS
THE RESULTS
Our campaign reframed the overwhelming world of nutrition advice into a simple, empowering narrative: chaos vs. clarity. By dramatizing the contradictions people see every day online, we positioned MyFitnessPal as the calm, trusted solution.
The work launched across social platforms where Gen Z already debates nutrition, driving strong early engagement and positive sentiment around MyFitnessPal as a go-to source for clarity and confidence during the New Year reset.
Campaign Highlights:
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1.4B impressions, 100M unique reach all below the target CPTA
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Payment Successes up 220% Year over yearY in Tier 1 English speaking countries
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45-75 million Gen Z’s reached globally
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10-20% of US Gen Z reached with high quality impressions on CTV at 6-9 frequency
