Achtung Wins PR for the Buzzy Protein Brand More Nutrition
TL;DR: Hamburg agency Achtung, via its Achtung Native unit, has won a competitive pitch to run product and brand PR for supplements and protein brand More Nutrition across the German-speaking region — adding one of the food market's hottest D2C names to its roster, even as consumer-protection advocates keep circling the brand.
What happened
Hamburg agency Achtung, via its Achtung Native unit, has won a competitive pitch to run product and brand PR for supplements and protein brand More Nutrition across the German-speaking region.
Horizont calls More Nutrition 'one of the success stories in the food market' — a fast-scaling direct-to-consumer brand — while noting it continues to draw fire from consumer-protection advocates over its product claims.
The win adds a buzzy, high-growth food brand to Achtung's roster in a competitive DACH PR market.
Why a 'brand with baggage' is a real PR test
This isn't a straightforward account. More Nutrition's momentum makes it attractive, but the ongoing scrutiny over its claims means the PR brief is as much about credibility management as it is about buzz.
That's precisely why the appointment is interesting. Handling a fast-scaling brand that also faces criticism requires a PR partner comfortable with both growth storytelling and reputational defence — a harder mandate than pure hype.
For a D2C brand that grew on social energy, formal PR signals a maturing operation: one that needs earned credibility, not just reach, to sustain the next phase.
Marketing Minute's read
Our take: the appointment is a tell about where high-growth D2C brands go next. Once you've maxed out social-led awareness, the growth constraint becomes trust — and trust is PR's job, not performance marketing's.
The scrutiny angle matters for any brand that scaled on bold claims. Regulatory and consumer-advocate attention tends to follow success, so building earned-media credibility early is a defensive asset.
The lesson: a challenger brand's second act is usually about legitimacy. The brands that endure invest in credibility before criticism forces them to.
What businesses should do
Recognise when your growth constraint shifts from awareness to trust. Once social has done its job, earned credibility is the next lever — and that's PR's territory.
Build earned-media credibility before you need it. Scrutiny follows success, so trust banked early is a defence against the criticism growth attracts.
Choose partners who can do both storytelling and reputational defence. A fast-scaling brand with critics needs more than a hype machine.
Quick FAQ
What did Achtung win?
A competitive pitch to run product and brand PR for protein and supplements brand More Nutrition across the German-speaking region, via its Achtung Native unit.
Why is More Nutrition notable?
Horizont calls it one of the food market's success stories — a fast-scaling D2C brand — though it continues to draw scrutiny from consumer-protection advocates over its claims.
What does the appointment signal?
That high-growth D2C brands turn to PR as their growth constraint shifts from awareness to earned trust and credibility.
This is a tell about where high-growth D2C brands go next. Once you've maxed out social-led awareness, the growth constraint becomes trust — and that's PR's job, not performance marketing's. A challenger brand's second act is usually about legitimacy, and the ones that endure invest in credibility before criticism forces them to. — Daniel Nikolla, Founder of Merx Marketing
The appointment signals a pattern: once social maxes out awareness, a fast-scaling D2C brand's next constraint is trust — and building earned credibility early is a defence against the scrutiny success attracts.
Has your brand's growth constraint shifted from getting noticed to being trusted? That's when PR earns its keep — where are you on that curve?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Horizont, with context from Jurios.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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