Roar Protein takes on hyper-masculine snack market
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.”
The campaign was created by The General Store, and directed by Infinity2’s Dan Reisinger. It is running across TV and out-of-home.
The General Store partner, Maddie Livesey, said: “Roar Protein is another great piece of product innovation from the Primo team. It’s so different to other protein snacks, we had to find a distinctive way of introducing the product and amplifying its benefits.
“Although we’ve played with tropes, it doesn’t take long to realise that something is amiss… this isn’t quite a Powerade commercial.”
Reisinger added: “Once again The General Store legends have invited me to work on a memorably off kilter campaign. It’s a testament to hilarious creative winning through with a brilliant client. It’s always a good sign when the crew, post crew and test audience are all laughing.”
Credits
Primo Foods – Client
Anthony Toovey – General Manager, Marketing & Innovation
Amy Hiscock – Marketing Director, Breakthrough Innovation
James Shepherd – Brand Manager
The General Store – Creative Agency
Steve Carlin – Creative Director
Cameron Creagh – Editor
Sommer Smith – Group Account Director
Madeleine Livesey – Partner & COO
Matt Newell – Partner & CEO
Generator United – Production
Darren Bailey – Producer
Infinity2 – Production
Dan Reisinger – Director
Peter Eastgate – Director of Photography
David Jansen – Executive Producer
Melanie Reardon – Producer
Brad Hurt – Editor
Marcus Timpson – Colourist
Goodman Brothers – VFX & Post Production
Sound Reservoir – Sound
Honeymill – Music
Avenue C – Media
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topics
Anthony Toovey
Dan Reisinger
Infinity2
Maddie Livesey
Primo Foods
Roar Protein
The General Store
