Picture gallery: Maxitone says Thank You Protein at Westfield London

Women's nutrition brand Maxitone has extended its experiential campaign with the Circle Agency in Westfield London until Sunday (17 February).

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Circle Agency has taken over Westfield’s atrium and installed a temporary brand environment, including an exercise studio and café offering health and fitness advice to shoppers.

The event is part of Maxitone’s Thank You Protein campaign, raising awareness of the role of protein in a healthy lifestyle. Initially due to run from 1-14 February, it has now extended for an extra three days.

Maxitone health specialists are offering advice on how to get fit for 2013 in the installation’s Consultation Café. A schedule of free demonstrations taking place in the exercise studio are showcasing fitness trends, with celebrity classes led by guest instructors Strictly Come Dancing’s Flavia, Team GB Olympic Volleyball players, as well as Charlotte Ord, the trainer from ITV’s The Biggest Loser.

Kate Wells, senior brand manager for Maxitone, said: "Westfield is a destination site and as such has been the perfect place for us to educate our core customer base. There are a lot of myths around protein and the main objective of this campaign has been to educate women on the role that protein should play in a healthy lifestyle.

"The campaign has been completely integrated, with Circle Agency running the experiential activity which then in turn is promoted online, through social media and across print advertising. It’s been a great success and experiential will continue to be a key platform for us in the future, to engage with women and encourage them to share the Maxitone experience."

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