The agency will be responsible for evolving the Bulk brand’s positioning from a functional sports product to a lifestyle brand.
The remit covers media relations, news generation and trade, as well as sponsorship activation and creative brand campaigns.
Bulk was founded in 2006 by university friends Elliot Dawes and Adam Rossiter, originally importing supplements from the US, before manufacturing them in-house at a facility in Colchester.
The business has grown to become one of the biggest UK players in the protein and active nutrition space, offering more than 1,500 supplements, health foods and wellness products – and forecasts about £100m in revenue in 2021.
The Romans will focus on leveraging Bulk’s extensive product range, NPD, co-founders, and professional athlete ambassadors Anthony Joshua and Katarina Johnson-Thompson.
“We were impressed by how The Romans didn’t just deliver us a standard ‘one size fits all’ press office. Their plan was jam-packed with bespoke content, news and smart feature ideas that takes our brand expertise and connects it with the broader interests of our consumers and the day-to-day fitness conversations they are having,” Bulk head of brand and communications Amrit Shoker said.
“We’re a fast-paced, high-energy brand with huge ambitions and we need a PR partner that is ready for that challenge and shares the same values and appetite for results – and we’ve definitely found that in The Romans.”
The Romans managing director Roxy Kalha said the account will be led by “superstar” senior account manager Tom Westcott, who is a qualified personal trainer and “long-time Bulk superfan”.
“Functional nutrition and sports performance are no longer solely subject matter for specialist fitness titles, they’re topics engaged with by a national media audience and permeate mass culture. We reckon we’re pretty good at the culture bit, but we also have a top secret weapon in Tom,” she added.
The Romans had a strong 2020, winning several PRWeek UK Awards and named Campaign’s PR Agency of The Year. In the sports space, The Romans ended the year by winning accounts from Sports Direct and WWE.