Muscle Milk in Canada this spring is deploying teams of brand ambassadors at sporting events all across the Great White North. These Protein trainers, as the brand calls them, are tasked with educating Canadian sports fans and athletes about the benefits of a protein-rich diet and handing out samples of the brand’s protein-rich bottled Muscle Milk drinks from branded Volkswagen Toureg SUVs. The brand has teams operating at events all over Calgary, Montreal, Toronto and Vancouver, and hopes to use the program to expand awareness.
“Our sampling program is designed to educate consumers on protein benefits and individual protein needs,” John Peirano, svp-marketing at CytoSport, which owns Muscle Milk, told Buzz. “We believe part of [the protein category’s] growth is being driven by sampling, and we want to show people the need for protein in their diet in a way that is personable.” Agency: Switch, St. Louis.