Campaign Overview

yfood partnered with creators in the lifestyle space to increase awareness of its meal replacement drinks amongst busy, health-conscious consumers. The objective was to demonstrate how maintaining consistent nutrition can become challenging when balancing work, travel and everyday commitments, while positioning yfood as a practical solution for people constantly on the move.

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The Challenge

For many people, maintaining healthy eating habits isn't about understanding nutrition, it's about finding the time. The challenge was showcasing yfood's meal replacement drinks in a way that felt authentic and relevant to real-life situations, rather than as a traditional product promotion.

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The Approach

TYC partnered with a lifestyle creator whose audience closely related to a busy and fast-paced lifestyle. As a content creator frequently travelling and producing content in different locations, maintaining consistent nutrition and hitting daily macro targets could often become difficult.

Rather than creating content solely around the product itself, the campaign focused on naturally integrating yfood into the creator's routine, demonstrating how convenient nutrition can support productivity, travel and everyday performance without compromising health goals.

What began as an initial partnership has since evolved into an ongoing collaboration spanning more than five months, with multiple YouTube integrations showcasing the product across different environments, routines and use cases.

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TYC's Role

• Creator Sourcing
• Creator Outreach
• Partnership Negotiations
• Contract Management
• Campaign Coordination
• Creative Support
• Relationship Management

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Outcome

The partnership successfully introduced yfood's meal replacement drinks through authentic lifestyle content that prioritised practical use cases over traditional advertising. By focusing on convenience, consistency and everyday usability, the campaign demonstrated how nutrition can remain accessible even during busy periods of travel, work and content creation.