Consumers are increasingly mindful of their protein intake, whether to aid recovery after physical exercise, replace sugary snacks, or as a meal substitute.
As a result, a multitude of new processed protein products have been appearing on the market, such as protein bars, which have made their way onto the shelves of every super/hypermarket and are enjoying growing success thanks to their convenience, attractive packaging, and promise of high protein content.
Yet these ultra-processed snacks often contain additives and sweeteners. While they can come in handy, they are far from being a natural, high-quality source of protein.
And yet, beef naturally contains protein.
To remind people of this fact, VML came up with the idea of pranking internet users with a new product: a 100% natural protein bar made entirely of… fresh beef!
To launch the campaign, Charal and Webedia sent these beef bars to sports and nutrition influencers, who were invited to play along on their social media channels by unboxing the beef bar — only to discover that it is, in fact, simply a cut of Charal beef shaped like a bar!
The product was specially designed for this campaign and will not be commercially available afterwards. The goal: to remind consumers that a simple cut of beef provides a natural protein intake, while remaining a pleasure to eat.
VIVONS FORT with a protein twist — this means placing Charal and its promise of essential pleasure at the heart of the natural protein conversation. A legitimate space for the brand and an opportunity to connect with a younger audience.
