chris hanaway

Campaign / Program

The protein bar aisle has become a crowded and competitive space, often described as a “sea of sameness.” In this landscape, ZonePerfect, aspiring to become the protein bar of choice, faces significant challenges. Notably, they offer products with higher sugar content and lower protein levels compared to formidable competitors like Quest and others. To thrive in this environment and drive consumer trial, ZonePerfect must find innovative ways to differentiate itself and stand out among the competition.

Insight

The ZP consumer is defined by their brand loyalty and repurchase behavior. They have had continued success using the core ZP bars as a snack that keeps them on track and satisfies their cravings. The “With a little help from my friends” idea centered on ways to actionize loyalty to drive trial amongst new consumers.

The concept aimed to “surprise and delight” loyal Instagram fans with ZonePerfect-branded care packages containing free products. The box wraps encouraged sharing among friends, effectively addressing the product sampling requirement. Additionally, this initiative resulted in a significant increase in user generated content (UGC.)

ZPSquad is the result of leveraging our core consumers sharing brand love to fuel growth.