The protein supplement category has long shown strength and peak performance by size of muscles and percentage body fat; male-dominated, with unrealistic Schwarzenegger-like body types. Re-launching Body Fortress saw an opportunity to re-define what true strength meant to every body – male or female, smaller or bigger, leaner or fatter, older or younger.

Ostrich created “This is my body” as a campaign platform that could now identify with everyone, opening up new growth opportunities with people that hadn’t considered protein supplements before. Launched in 2024, Body Fortress is now re-defining the category with a progressive brand positioning that reflects its namesake and innovative product line-up. The North America campaign launched in 2024, with over 50 different campaign elements across online video, social, influencer and digital out of home.