Ponderosa goes the distance with campaign for Science in Sport

Leeds-based brand and communications agency, Ponderosa has teamed up with global sports nutrition brand, Science in Sport (SiS) to deliver a multi-channel marketing campaign.

Ponderosa was appointed as lead creative agency by SiS and its sister brand, PhD in January 2024.

SiS products are formulated for world-class endurance and used by elite athletes worldwide. Ponderosa was tasked to create a campaign to raise awareness of the benefits of SiS products for sports in all forms; from cycling and rowing, to football and rugby, in a bid to promote the use of SiS in a variety of sports.

Understanding that SiS’s customer profile is serious about sport, Ponderosa helped develop the “You V Sport” competition, which will see SiS give away seven elite experiences to seven winners.

The campaign features cycling legend, Sir Chris Hoy and showcases the seven experiences up for grabs; including a trip to New York to run the TSC Marathon, training with the England Athletics team, a velodrome experience with Sir Chris Hoy and more.

Ponderosa developed concepts and storyboards for a photoshoot with Sir Chris Hoy to generate content, which was developed into a multi-channel, above the line campaign alongside other professional athletes.

The campaign has its own dedicated microsite, and has been rolled out on social, YouTube, through a series of online videos and mobile banners.

Speaking on behalf of Ponderosa, CEO, Richard Midgley said, “By bringing multiple sporting activities into the mix, we hope to appeal to a wider demographic and bring to the forefront that SiS is more than just a brand for the cycling and running world.

“We’ve developed a campaign that celebrates all sports and brings people together with an exciting end goal – the chance of winning a once in a lifetime, money can’t buy, elite experience.”

Dan Lampard, CEO at SiS said “Ponderosa has done a great job bringing the elite experience competition to life and have really captured the proposition of widening the use of the brand.”

Alongside the SiS campaign, Ponderosa is running two campaigns to raise awareness of PhD’s science-based Diet Whey products on Amazon Prime and across social media.