Protein is the 2020 buzzword in health and wellbeing foods and brands. Snack bars, smoothies, yoghurts, powders, gels – even cookies – tout their protein statistics. Roar protein’s snacks are simpler. They’re uniquely no-nonsense combinations of meats, cheese and nuts. The brand realised it had an opportunity to be the real food alternative to the concoctions out there. its agency, The General Store, saw an opportunity to poke fun at the performance protein genre.

The General Store partner, Maddie Livesey, explained, “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.”

Anthony Toovey, general manager, marketing & innovation at Primo Foods, commented, “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. Roar is a no-nonsense protein snack of meats, cheese and nuts that’s very unique in the Aussie Market. 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 directed by InfinitySquared director, Dan Reisinger. “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,” he commented.

The 30-second TVC is supported by a nationwide OOH campaign.

Credits:

Creative Agency: The General Store 
Creative Director: Steve Carlin  
Editor: Cameron Creagh 
Group Account Director: Sommer Smith  
Partner & COO: Madeleine Livesey 
Partner & CEO: Matt Newell 

Production: Generator United 
Producer: Darren Bailey 

Production: Infinity Squared
Director: Dan Reisinger 
Director of Photography: Peter Eastgate 
Executive Producer: David Jansen 
Producer: Melanie Reardon 

Editor: Brad Hurt 
Colourist: Marcus Timpson 
VFX & Post Production: Goodman Brothers 
Sound: Sound Reservoir 
Music: Honeymill 
Media: Avenue C

Client: Primo Foods
General Manager, Marketing & Innovation: Anthony Toovey  
Marketing Director, Breakthrough Innovation: Amy Hiscock   
Brand Manager: James Shepherd