What began in 2004 with a loan of €5000 and the passion of René van der Zel is now Europe’s largest in sports nutrition. XXL Nutrition stands for innovation and quality. After online success, the 'Lord and Master' is now taking the step towards a physical brand that is tangibly present everywhere.
The Challenge: From screen to street
For an online player, visibility on the street is the ultimate confirmation of growth. The challenge was to literally give the brand 'heavyweight' status in the real world. The goal was twofold: to increase general brand awareness AND to enhance specific product launches. In doing so, XXL also looked beyond the borders; visibility on the road had to open the doors to the German market, because what you see driving, you trust.
The Solution: A complete fleet and strong partnerships
The collaboration with Trayler has grown into a large-scale operation. The fleet now consists of no less than 10 trucks and 5 vans. They are hard to miss and serve as moving billboards for the wide assortment. Additionally, XXL showcases the power of collaboration: for the popular XXL Fityogurt (in collaboration with Zuivelhoeve), 2 special trucks are on the road. These are fully dedicated to this protein-rich yogurt, ensuring that the supermarket launch was directly supported by massive visibility on the road.
The Result: Mega hard growth
The results are undeniable. CEO René van der Zel receives daily positive feedback from people who have spotted the trucks.
Dominance: With a total of 17 vehicles (10 trucks, 5 vans, 2 Fityogurt trucks), XXL Nutrition is present everywhere.
Cross-media power: The trucks enhance online campaigns and ensure recognition in store shelves (such as with the Fityogurt).
International: Visibility on the road has contributed to the successful expansion, also towards Germany.
