Feel Good, Not Bad

The week-of Dec 26 is the Super Bowl of the fitness industry - a time when the vast majority of us are looking to reset and embrace new habits.

And just in time, Crunch Fitness, one of the fitness industry’s leading high-value, low-price gyms, is rolling out the next phase of its wildly successful “Feel Good, Not Bad" campaign.

The first phase of the campaign rolled out in late 2023, and it helped the brand to its biggest year of growth to-date.
Record-breaking number of leads generated per club (their main KPI) and memberships sold in the brand's history.
Year-over-year growth rates of 5% and 12%.
84% of viewers recalling the brand on an unaided basis after a single viewing. A 13% increase in overall aided awareness and a 4% increase in overall consideration.

With all that success, it’s no shock that Crunch has tapped creative agency Familiar Creatures to double down – delivering a fresh new take on the concept just in time for the post-holiday, well, crunch season.

The campaign launches December 26, injecting new life into the “Feel Good” campaign to remind gym-goers that Crunch is the place to go to feel good in a world where sub-par fitness and distractions run rampant.
The new spots, which will air on TV, CTV, OTV and socials, range from :06s, :10s, :15s, and a :30s hero spot titled “Feel Good Here”.

Each one showcases a different scenario, such as a customer who would rather feel good at Crunch than get lost and held hostage by raccoons, or have ceiling goop fall into their soup at a restaurant, or attend a nightmare-fuel clown convention. Because ‘out there’ can feel bad, but getting stronger at Crunch feels good.

Underscored by its affordable $9.99 per month membership fee, the campaign strikes the ideal balance between grounded humor, freshness, and unexpectedness.

Directed by award-winning directors MAMA, the “Feel Good, Not Bad” campaign shows how in a world where things can sometimes feel out of your control, Crunch is a haven where you can turn that all around.