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Roar Protein takes on hyper-masculine snack market
December 15, 2020 3:06
The body needs protein to out run a bear, and Roar Protein is putting itself forward as the solution.
The campaign from the Primo Foods’ brand pokes fun at the hyper-masculine tropes of the performance snack market, with the protagonist eventually carrying the bear to continue his run.
“The protein snack category is a heavily contested space, but we saw an opportunity to be the real food alternative to the powders, gels and bars currently available,” said Anthony Toovey, Primo Foods’ general manager of marketing and innovation.
“We’re thrilled with the territory The General Store have developed, that lands the macros and the food creds in a way that’s refreshingly different for a protein product.”