SimplyProtein®, renowned for its high-performance energy foods, introduces the second phase of its “Keep it Simplyfied” campaign, blending humor with relatable scenarios to champion “sensible protein for people in progress.” Launched in 4Q 2023, this campaign challenges the typical “new year, new you” narrative by playfully addressing the tendency to set and abandon strict resolutions.
Kairen Wu, Senior Vice President Marketing + Innovation for Wellness Natural Inc., emphasizes the brand’s commitment to alleviating pressure: “If eating better is a 2024 priority, snacking smarter in an accessible, perfectly imperfect way is a good thing.”
Developed by Toronto-based agency Bobby Inc., the campaign features static ads, GIFs, and short videos, embodying the motto “Life’s Complicated, Keep it Simplyfied.” These creatives span online, video, social, email, and in-store marketing, engaging a broad audience with crisp graphics, concise text, and in-the-know messaging.
Copy lines like “Resolve not to have resolutions. Keep it Simplyfied,” and “The only guilt you’ll feel is not sharing with your kid. Keep it Simplyfied” convey a shared sensibility, embracing life’s complexities. Imagery includes a stone-faced dog amid shredded pillows, a woman facing a downpour with an inside-out umbrella, and a heartwarming video of a father dressing his ever-squirming toddler.
All SimplyProtein products, B Corp certified and plant-based, are gluten-free, certified vegan and kosher, ensuring accessibility for those seeking nutritious and delicious protein snacks. Ranging from 7 to 20 grams of plant-based protein, low sugar content, high fiber, and no artificial additives, SimplyProtein aligns with diverse dietary preferences.
Originally established in 2004 and now under the ownership of Wellness Natural Inc. since 2020, SimplyProtein offers a protein-rich product line, including Snack Bars, Dipped Bars, and Ready-to-Drink Shakes. These products are available on Amazon.com and the brand’s direct-to-consumer website. Explore SimplyProtein’s offerings in the US at www.SimplyProtein.com and in Canada at www.SimplyProtein.ca. Follow the brand on Facebook @SimplyProteinUSA, Instagram @simplyprotein, TikTok @simplyproteinofficial, and LinkedIn @simplyprotein.
This professional campaign, titled ‘Life’s Complicated, Keep it Simplyfied.,’ debuted in Canada in January 2024, and was crafted for SimplyProtein by the ad agency Bobby Inc., featuring 4 engaging media assets in an Integrated medium campaign.
