The Man Shake shakes up NZ market via Tōnui

An Australian meal replacement and weight loss brand The Man Shake has launched in New Zealand with local media buying via Tōnui.

While there is no New Zealand based creative agency yet, with creative currently done internally, a spokesperson for the brand says there is scope for this in the future.

The launch in New Zealand will be supported by an advertising campaign worth over NZ$ 2 million and will take place on the Newshub.co.nz website (with a front page take over yesterday), ThreeNow (display and video), Warner Bros Discovery / TV3, as well as slots on Prime and Bravo, and TVNZ across and One and Two.  

The Man Shake is expanding into the New Zealand market one year after its founder, Australian rugby league legend Adam MacDougall, sold a majority stake in its parent company Cranky Health for AU$ 400 million.

The 48-year-old started the business in October 2013 inspired by the death of his best mate from a heart attack. From his home garage, he and wife Belinda started the process of creating a low-sugar, high protein meal replacement shake specifically for men who had traditionally been overlooked in the weight loss category. 

“For us it’s more than just selling shakes, we’re supporting people to kick start a healthier lifestyle and make them feel better,” says MacDougall.  

He believes The Man Shake can have a similar impact in New Zealand, which has no products tailored to male weight loss. 

“I see similarities with Australia where our target market is men aged 30-55, many of them dads, who love to have a beer with the boys and for them healthy food isn’t always top-of-mind.”

In its current form, the campaign is made up of before and after shots of people who have seen success with the product.

The Man Shake will be sold nationwide through Unichem and Life Pharmacy and via the company’s e-commerce platform.          

CREDITS: 

Client: The Man Shake / The Lady Shake  

Media Buying Agency: Tōnui 

PR Agency: BPR

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