Greg Simpson, founder of Press For Attention PR, unpacks how Joe Wicks turned a snack stunt into a masterclass in conviction-led PR, and why most experts won’t dare copy him.
Joe Wicks has just served up a Killer Bar — literally.
Not another “health snack” destined for the impulse-buy rack next to the dumbbells.
No, this one’s deliberately packed with the sort of ultra-processed nonsense he’s spent years warning us about.
And he’s done it on purpose.
Because Joe — bless his energetic, HIIT-happy heart — knows how to start a conversation.
This wasn’t a product launch.
It was a provocation.
A bar called Killer to expose the darker side of an industry selling “fuel” that might just be fuelling the wrong things.
Sound familiar?
That, my friends, is Keen in 15.
Burpees for your positioning
Wicks isn’t selling snacks; he’s building belief.
He’s done what every wannabe thought leader claims they want to do but rarely commit to — he took a stand. He made himself uncomfortable.
No sterile LinkedIn post about “raising awareness.” No over-filtered photo holding a smoothie bowl.
He built the problem in bar form and dared the press to bite.
It’s Jamie Oliver’s Turkey Twizzlers all over again — a deliberate poke in the eye of the establishment.
It’s Martin Lewis refusing to “stay in his lane” when policy turns personal.
They don’t play it safe.
They pick a fight that matters.
So, if you’re serious about being seen as an expert, don’t just join the conversation.
Start the debate.
Crunches for your content
Here’s the brutal truth: you can’t tone your reputation with gentle stretching.
If you want a visible profile, you’ve got to work the muscle most “gurus” avoid — conviction.
Every post, podcast, or PR pitch should flex what you believe, not just what you know.
Knowledge makes you clever.
Conviction makes you credible.
And let’s be honest — Joe’s taken a few punches with this. But for every critic, there are a dozen column inches, think-pieces and TV segments spreading his message for him.
That’s a PR workout most “influencers” can only dream of.
The moral of the (protein) story
Creating a “healthier” bar would’ve completely missed the point.
That would’ve been marketing.
This was movement-building.
It’s not about selling a bar.
It’s about raising the bar — for transparency, accountability, and leadership.
So the next time you’re wondering how to stand out, ask yourself:
“What would Jamie Oliver do?”
“What would Martin Lewis say?”
“And what would Joe Wicks blend, bake, and brand to make the point impossible to ignore?”
Then grab your PR dumbbells and get lifting.
Because if you want to be seen as an authority, you can’t just look the part — you have to train for it.
That, my friends, is Keen in 15.
The Keen in 15 Workout
Your PR & Positioning Plan
- Warm up with purpose – If you don’t know what you stand for, neither will anyone else.
- Stretch your comfort zone – If it feels safe, it’s not newsworthy.
- Pick a fight (strategically) – Every sector has a villain; just choose one worth punching up at.
- Flip the script – Take a lazy assumption in your industry and expose it for what it is.
- Spot the story – Find the tension, the change, or the conflict. That’s where the headlines live.
- Lead, don’t lecture – Show people, don’t tell them. Use examples, evidence, and lived experience.
- Build your stamina – Visibility compounds. Keep showing up even when you’re bored of your own message.
- Use compound moves – Repurpose your story across platforms; a good hook works everywhere.
- Control your oxygen – When critics appear, stay calm and factual. Don’t feed the trolls — feed the press.
- Hold your core – Keep every story aligned with your key positioning point: what do you want to be known for?
- Fuel your thinking – Read beyond your niche; PR power comes from perspective, not echo chambers.
- Stay hydrated with humility – You can have a strong opinion without being a know-it-all.
- Monitor your form – Track what coverage, content, or commentary actually lands. Refine and repeat.
- Recover smartly – After a big story or stunt, pause. Reflect, then build the next chapter.
- Finish strong – Keep the conversation going. PR isn’t a moment; it’s a momentum game.
Want help finding your own ‘Killer Bar’ moment? Drop me a line — I’ll help you identify the issue, the story, or the stance that makes you newsworthy.
A former business journalist, Greg Simpson is the author of The Small Business Guide to PR and has been recognised as one of the UK’s top 5 PR consultants, having set up Press For Attention PR in 2008.
He has worked for FTSE 100 firms, charities and start-ups and conducted press conferences with Sir Richard Branson and James Caan. His background ensures a deep understanding of every facet of a successful PR campaign – from a journalist’s, client’s, and consultant’s perspective.
See this column in the November issue of East Midlands Business Link Magazine here.
