Built
The Problem
BUILT created a new protein bar. The protein bar aisle has over 400 choices. Now what?
The Insight
No one believes a protein bar can taste as good as a candy bar.
The Solution
Our creative and strategy teams decided to throw out the category playbook and take our cues from the candy aisle, leaning into indulgence, playfulness and nostalgia that – surprise – comes with quite a bit of protein. “What the Puff?!”
BUILT Puffs are now the fastest-growing brand in category at in retail.
Our campaign helped secure national distribution at Target, Walmart and Costco.
