Nestle's new high-protein, low-calorie ice cream GOODNORTH was being launched in Canada on a very limited budget. We knew tapping into the use of social fitness influencers would help, but we also needed to create a social presence. So we decided to leverage a different type of fitness influencer that our target interacts with almost every day - characters on fitness diagrams.

We even created some motivational posters that encouraged everyone to #DigDeep with Goodnorth.