Toronto — Wellness Natural USA Inc., through its SimplyProtein brand, is launching a “Keep it Simplyfied” integrated marketing campaign that celebrates self-respect and “an understanding that we are all works in progress on a collectively imperfect journey to snack smarter.”
Representing the brand’s largest media investment to date, the company says Keep it Simplyfied refreshes how the brand appeals to core consumers, evolving from product-focused imagery to expressions more deeply reflecting the brand’s ability to satisfy the snacking demands of men and women across the US and Canada with its approachable protein options.
“With SimplyProtein growing so rapidly, we felt our new campaign should reflect the sentiments that our customers are sharing with us,” says Michael Lines, CEO, Wellness Natural. “They appreciate how SimplyProtein products actually simplify their lives, helping them with their ongoing efforts to better manage their nutrition — without having to overthink it, and without having to compromise on ingredients, taste, or texture. We believe our new campaign showcases our mission to deliver great tasting, approachable protein for people in progress.”
According to the company, the campaign creative establishes an emotional bridge between the product, which is higher in protein and lower in average sugar levels than common snacking products, and the people who rely on protein bars as a between-meal snack, an energy boost, or for meal replacement on-the-go.
The campaign will have four waves of creative throughout FY ‘24, starting with a variety of images that celebrate “perfectly imperfect” realities. They will be featured across channels, targeting mass reach and high impact placements, through online, video, social, email and in-store marketing.
“This category is unnecessarily complex. The creative platform, ‘Life is complicated. Keep it Simplyfied’ promotes the brand as one solution to this dilemma,” says Bob Shanks, CEO of Bobby Inc. “For the majority of consumers, their everyday life is their ‘marathon’, not so much extreme athletic endeavors. Working with a company that helps regular folk be their perfectly imperfect selves, in and of itself, has been very rewarding for us.”