SIMPLYPROTEIN® DEBUTS IRREVERANT CREATIVE CAMPAIGN SUPPORTING LAUNCH OF RESTAURANT-STYLE TORTILLA CHIPS
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Pop culture-infused humor, vibrant design, and a catchy Mariachi riff deftly bridge brand awareness from protein bars into savory snacks. SimplyProtein®, the B Corp certified maker of nutritious, great-tasting, plant-based protein snacks that are gluten-free, vegan, and kosher, has debuted a fresh integrated marketing campaign to introduce their new line of
Restaurant-Style Tortilla Chips. The brand’s first-ever savory offering, the chips are the
latest addition – and a major innovation – within SimplyProtein’s better-for-you snacking
portfolio. The company has backed the campaign with its largest media investment to
date, with creative appearing on digital platforms including YouTube, META, TiKTok and
Google. Developed by Toronto-based Bobby Inc., the irreverent, pop culture-inspired campaign instantly differentiates SimplyProtein’s Restaurant-Style Tortilla Chips from typically
available chips, advancing the brand into the savory snacks category while masterfully
echoing earlier work that amplifies the brand’s leadership within the snack bar space.
Decidedly fun, high-energy creative incorporates the bold colors of the product’s
packaging, crisp copy, and an earworm of a Mariachi tune, cueing chip lovers far and
wide to discover the delicious new, higher-protein chips that are both better-for-you and
indulgent for snacking “less guiltier.” Across its Sea Salt, Hint of Lime, and Hint of Habanero flavor profiles, wry copy includes: “Plant-based protein in a tortilla chip!? Back the truck up;” 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 muscle-bound gym
rats. The series opens with “We asked A.I to create our ad…” with each iteration then
revealing A.I’s awful attempts at clever copy, including “Swole Snacks: High-Protein Chips
for Buff Munchers!"” The spots quickly make clear it’s a “Good thing we didn’t ask it to create our tortilla recipe!
