Crunch Fitness Wants You to 'Feel Good, Not Bad' in New Spots from Familiar Creatures

US-based fitness company Crunch Fitness is harping on the post-holiday fitness hype with a campaign rollout highlighting the feeling of a good workout session. 

"Feel Good, Not Bad" first launched in 2023, and due to its monumental success, the brand has tapped on agency Familiar Creatures to bring a fresh spin to the campaign. 

Marked by a hero spot and several shorter versions of it, the new campaign seeks to revive the 'Feel Good' message and position Crunch as the antidote to mediocre fitness and endless distractions.

With these spots, Crunch highlights its edge over competitors with its budget-friendly $9.99 monthly membership and motivating environment — especially now, at a time when many are looking to build new habits and take their fitness to the next level. 

 

 

 

 

 

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A post shared by Familiar Creatures (@familiarcreatures)

The latest work follows the huge success "Feel Good, Not Bad" rollout in 2023, with spots that helped increase brand recall, awareness, and overall consideration for Crunch.

Through humorous and relatable brand storytelling, the fitness company was able to establish awareness and build emotional engagement among its audiences, making it the perfect place to start New Year's fitness resolutions. 

Collaborating with experienced digital marketing agencies helps brands like Crunch Fitness amplify their campaigns across multiple platforms, ensuring they reach the right audience with the right message at the right time.

Want to Feel Good?

The hero spot titled "Feel Good Here" starts off with a man entering a Crunch Gym.

"When you want to feel good, you work out at Crunch," the narrator shares. 

We then see examples of places not to go to if we want to feel good, like a restaurant with a ceiling leak and a clown convention.

 

 

 

 

 

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A post shared by Crunch Fitness (@crunchgym)

A workout montage of health buffs graces the viewers, emphasizing the good, strong, motivated, and rejuvenated feeling you can achieve at Crunch Fitness. 

"Unlike here," the narrator quips, as a man walks into an empty gym with barely any equipment and is offered free pizza at the front counter. 

The spot ends with an invitation to join Crunch Fitness, as the logo and slogan appear on the screen. 

Recently, Apple dropped a spot for the Apple Watch, motivating users to stick to their fitness goals.