Muscle Milk

Fueling Champions With Every Frame

THE BRIEF

When Muscle Milk came to us, they weren’t looking for just another media buy-they were looking for a movement. A brand built on performance needed a content campaign that didn’t just flex but resonated. The goal? Connect deeply with sports and fitness enthusiasts while amplifying awareness and brand affinity across screens and markets.

So we did what we do best. We listened, we strategized, and then we fired on all cylinders. One partner. Endless possibilities.

THE APPROACH

This wasn’t about shouting in a crowded market-it was about showing up where it mattered most. AMP Sports harnessed the raw power of Sinclair’s nationwide reach, then layered on storytelling precision that hits like a PR in the squat rack.

We paired Muscle Milk’s ethos-performance, resilience, and recovery-with storytelling formats that mattered: authentic athlete narratives, dynamic highlight reels, and locally-rooted branded segments that felt native, not noisy. Whether you caught it on CTV, digital, or social, the message was clear: this brand belongs in your training stack.

Our production teams partnered across divisions to ensure content was as polished as it was powerful, delivering a suite of assets that could lift the brand’s presence across platforms.

THE RESULTS

The campaign didn’t just resonate-it dominated. Muscle Milk walked away with Gold, Silver, and Bronze Telly Awards across Branded Content, Local TV, and Health & Wellness categories. That’s recognition for creative, impact, and execution. (We like our wins triple-stacked.)

Key Performance Indicators:

+48%
Recall

Generated a +48% lift in brand recall across key demo segment

13M+
Impressions

13M+ impressions across Sinclair’s digital and broadcast assets

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+65%
View Rates

Localized content saw a 65% increase in view-through rates

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THE IMPACT

We don’t do cookie-cutter. We do campaigns that connect-strategically, emotionally, and memorably. By tapping into the passion of local communities and pairing it with nationally recognized creative, AMP Sports didn’t just deliver results for Muscle Milk-we helped build a campaign that powered champions.

That’s what happens when you bring Big AMP Energy to the table.

AWARDS & ACCOLADES

LinkedIn Announcement – Optimum Sports:
https://www.linkedin.com/posts/optimum-sports_congratulations-to-muscle-milk-on-winning-activity-7 186032602116493314-Mrv7/

Sinclair Wins 16 Telly Awards:
https://sbgi.net/sinclair-wins-16-telly-awards/

Let’s talk about what we can build for you. Because when AMP Sports gets involved, your brand doesn’t just show up-it shows out.

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