Working with the client to identify a gap in the market for healthier alternatives to FRM’s available in store, primarily focussed on Men who are mindful of their intake, pre and post workout. Identified as a potential quick gain on the market, this did not justify the development of a new brand and its associated brand building activity, but in turn to align ourselves with a relevant brand already in existence. Looking at potential partners, it was concluded that Men’s Health was the obvious choice, with its own brand ethos and loyal readership echoing the position we were trying to attain. These ready meal solutions were the first that the brand had associated themselves with in the UK, which in itself proved a pivotal moment. Innovative, cut-through photography helped to reassure the consumer of the actual contents of the meals. High Protein, Balanced Carbs, Low Fat, Low Salt.