The Royal Marines had a problem. Otherwise excellent candidates were arriving physically and nutritionally underprepared for their fitness tests, despite putting plenty of work in.
We quickly realised that existing healthy eating social content didn’t speak to young lads. That’s why we created Marine in 15, working with a real Commando Chef for a bit of added machismo. After some seat-of-the-pants shooting on location at Marines training facilities, we were ready to go with 15-second teasers, recipes and myth-busting advice, all supported by a specially created section of the careers site. Always using language that was simple, direct and purposeful, so every recipe felt achievable.
The results were as good as the food. The Marines were delighted because we reached more social users than anyone expected, and even got a shout out from Joe Wicks. We were delighted because the campaign picked up Shorty and Drum awards. There’s a case study video below, which I scripted and has quite a few big numbers in it. You can watch the 15-second teasers here. Full recipes are available here.