Crunch Fitness Buffs Up Brand in Fresh New Campaign

Crunch Fitness, the health club chain renowned for fusing fitness and entertainment, today announced a bold new rebranding effort that launches nationally on April 2, 2007. Having always operated under the philosophy of "No Judgements" by creating a welcoming environment for people of all shapes, sizes, and fitness abilities, Crunch is now taking that idea to the next level. This new campaign illustrates the different reasons and ways everyone works out at Crunch, tagged "We All Crunch."

The campaign, created by Mother New York, features its own cast of "characters" based on the colorful population of Crunch members themselves. To truly demonstrate this notion of individualism, actors or models wouldn't do. Instead, starring in the ads are original handcrafted characters that are an amalgamation of all the members -- their motivations, their quirks, and the overall qualities that make them unique. These intricate miniature plastic creations, ranging from a yoga-loving hippie to a butt-kicking granny, are brought to life with fully realized personalities and charm. The "We All Crunch" tagline expresses how this diverse group has found a common home at Crunch.


"Crunch has always had an irreverent spirit that is reflected in its decor, classes, and most importantly its members," said Christina DeGuardi, senior director of marketing and communications, Crunch Fitness. "Mother has created a campaign that expresses the exact attitude that the Crunch brand was built on, in a fresh and unique way that quite simply makes you laugh."


The ads demonstrate that Crunch Fitness is the gym for all walks of life (even, or especially, polar opposites) and proves that it is the eccentricities of different people that can make working out fun. At the heart of the campaign are these characters called "Crunchers," who were inspired by actual Crunch members. Each of these Crunchers, with their different motivations and methods, belong here, in the Crunch community:

-- Nancy: 68-years-old, deaf in one ear, is a demon in the boxing ring
-- Bruce: 35-year-old "nice guy" bartender, loves his mom, has a thing for showtunes
-- Mercedes: 26-year-old outspoken, high-maintenance girl, who knows she has it going on
-- Rod: 39-year-old high-stress investment banker, always cutting a deal, serious about everything
-- Beth: 24-year-old brooding, book-loving, Smiths record-collecting goth girl
-- Gene: 33-year-old ex-tour manager for a metal band, found serenity in yoga
-- Steven: 32-year-old "action guy," competitive, loves the rush of the rush

This eclectic group is brought together, infused with humor and wrapped into a campaign that includes: TV, print, out-of-home, Web site, on-line, and e-mail. The ads are illustrations of what each personality prefers for a workout and why, such as "Mercedes likes to keep her butt round, like a grapefruit," and "Gene traded in heavy metal for light-weight sweat pants," all with the tagline "We all Crunch."

Source: www.elitestv.com