A debut item is hitting the market with a media push to match its magnitude.
Snacking company SimplyProtein has not only unveiled a new line of Restaurant-Style Tortilla Chips—already an offering fit to disintegrate consumption control—but also a fresh integrated marketing campaign to promote the items.
“Launching a fresh product line into a new category challenged us to consider how we could maintain SimplyProtein’s marketing momentum while doing more with less,” said Kairen Wu, Senior Vice President Marketing and Innovation for Wellness Natural, parent company of SimplyProtein. “To convey the same spirit of fun, approachability, and, of course, delicious taste, while simultaneously reaching a new and broader audience, we had to be strategic, relevant, and on-trend. We think we’ve nailed the creative, just like these tortillas crack the code on great-tasting protein chips. We’re excited for everyone to give them a try!”
The brand’s first-ever savory offering, the chips are the latest addition and innovation in SimplyProtein’s better-for-you snacking portfolio. And the company is rocket-launching it with its largest media investment to date, according to a press release.
Across a flavor portfolio of Sea Salt, Hint of Lime, and Hint of Habanero, the new chip line offers wry copy like “Plant-based protein in a tortilla chip!? Back the truck up” and “Any more like restaurant style…and they’d come with cervezas.” Likewise, the campaign’s video component takes a lighthearted look at the misfires of A.I.-generated responses and the stereotype that protein is only for those who call a gym a second home with a similar sass to the copy’s taglines.
Developed by Toronto-based Bobby, the campaign seeks to advance the brand into the savory snacks category while echoing earlier work that amplifies SimplyProtein’s prowess in the snack bar space.
With creative appearing on digital platforms including YouTube, META, TikTok, and Google, it looks like consumers will soon become very familiar with the A B Corp certified company’s latest foray into healthy snacking. For a more detailed breakdown, read the full release here.
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