Blue Ribbon Partners With VMO To Create ‘FreezeFIT’ Workout

Blue Ribbon Partners With VMO To Create ‘FreezeFIT’ Workout

Blue Ribbon has joined forces with VMO to launch Blue Ribbon’s NEW 308-372 Calories Per Tub range.

Leveraging VMO’s health club media network ‘VMO Active’, Blue Ribbon has brought their newest reduced fat ice cream product to life to a nation of health-conscious gym-goers in a fun and innovative way.

In collaboration with Blue Ribbon, Mango Communications and Fitness First, VMO created a bespoke ‘FreezeFIT’ workout, guaranteed to burn off more calories than what’s in a whole tub of Blue Ribbon’s NEW 308-372 Calories Per Tub range.


The exclusive one-hour classes ran in three flagship Fitness First locations and involved lots of high-energy aerobics and step moves from the 80s and 90s.

Being a one-off event, the feature classes were fully-booked out with the workout attracting close to 100 participants.


Following the workout, members received a free, full-sized tub of the new Blue Ribbon range to enjoy – fewer calories never tasted so good!

Blue Ribbon brand manager, Stephanie Tannous said: “We’re really excited to introduce Aussies to a tasty alternative to traditional ice cream.

“And what better way to do it than after a fun, hardcore workout. You could say sweet dreams are made of this!”

In addition to the ‘FreezeFIT’ activation, the Blue Ribbon campaign was amplified on a national scale via the VMO Active TV and digital panel network, ambient change room takeovers and a custom editorial sponsorship in Fitness First and Fernwood Magazines.

VMO MD, Paul Butler commented: “We’re thrilled to have delivered a successful, cross-platform solution for Blue Ribbon.

“Australia is experiencing an ‘Active Nation’ movement with Aussies placing an increased focus on their health and wellness.

“The VMO Active network is a great fit for Blue Ribbon’s latest campaign and has provided them with a platform to engage an audience of over 1.1M fitness and lifestyle enthusiasts in a brand-safe environment.”

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