TRUBAR Case Study
TRUBAR, the deliciously rebellious protein bar redefining indulgent nutrition, came to Acadia with a big question:
How can we stand out in an ultra-competitive protein bar category and drive incremental sales growth with a low 7-figure media budget?
To succeed, TRUBAR needed two things:
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Bold, fresh creative that reflected their unapologetic brand identity.
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An integrated omnichannel media plan that would drive measurable sales growth.
The answer was "BITE ME", a campaign that embodied TRUBAR’s rebellious spirit and showed consumers they didn’t have to choose between flavor, nutrition, or style.
Behind the scenes, an 18-person crew produced 20 social videos, over 2,100 photos, and a full suite of assets designed to connect with younger millennials and active moms.
Creative alone wasn’t enough. To drive real impact, we mapped the entire funnel from awareness to purchase. Video, social, and PR built buzz at the top; Meta and MIQ kept TRUBAR front of mind; and retail media, Amazon, Instacart, and DTC search converted intent into sales. In-store activations like sampling and POS made sure the brand was reinforced at the shelf.
For the first time, TRUBAR appeared in OLV and CTV ads on Hulu, Disney+, and Bravo, reaching its “Mom Snack Squad.” Geo-targeting in key urban markets ensured awareness turned into retail sales, while consistent “BITE ME” creative carried through from discovery to Walmart and Target ads, creating a seamless path to purchase.
Influencers amplified the message with 63 posts in just four months, generating over 10 million impressions and making TRUBAR unmissable across TikTok, Instagram, and Meta.
The impact was clear from the start. Within just a few months, sales on Walmart and Instacart surged by 48 percent. Direct-to-consumer also saw growth, with first-time purchasers increasing by 23 percent and overall e-commerce revenue rising 17 percent.
The campaign didn’t just drive sales; it created cultural buzz. TRUBAR’s content generated more than seven million social engagements in the first six weeks, while influencer partnerships delivered $4.1 million in earned media value.
With BITE ME, TRUBAR showed that a challenger brand could spark big conversations and even bigger results.
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