TRUBAR - Bite Me

To launch the campaign, we had a 1 day shoot where we captured content that led to 20 videos for CTV and social and hundreds of photos used across the board.

Within a 1 day shoot where we captured content that led to 20 videos for CTV and social and hundreds of photos used across the board.

The brand recently had an activation at Deer Valley, and we proudly created Bite Me ski suits and snow skis. They were as big of a hit as the free bars that were given as out samples. The laughs and questions led to head nods and smiles as our team explained the deeper and empowering meaning. We also created a waiting list for the soon-to-be expanded merch line.

The brand recently had an activation at Deer Valley, and we proudly created Bite Me ski suits and snow skis. They were as big of a hit as the free bars that were given as out samples. The laughs and questions led to head nods and smiles as our team explained the deeper and empowering meaning. We also created a waiting list for the soon-to-be expanded merch line.

The brand recently had an activation at Deer Valley, and we proudly created Bite Me ski suits and snow skis. They were as big of a hit as the free bars that were given as out samples. The laughs and questions led to head nods and smiles as our team explained the deeper and empowering meaning. We also created a waiting list for the soon-to-be expanded merch line.

The campaign expanded to influencers.

The campaign expanded to influencers.

This is the founder of TRUBAR, Erica Groussman who embodies the bite me spirit. In fact, when we pitched the idea the board thought it was too provocative. She in essence told them to "Bite Me"

To launch TRUBAR into Target, we created this animated diddy.

Description

The protein bar aisle is crowded with promises. More protein. Less sugar. Better macros. Bigger gains.

TRUBAR wasn’t built for gym bros chasing a bulk or a cut. Founded in 2019, TRUBAR was created for moms and busy women who want something else entirely: indulgence and nutrition without compromise.

TRUBAR set out to challenge the tired category norm that “healthy” has to taste boring, restrictive, or joyless. But going up against giants RXBAR meant that the product alone wasn’t enough.TRUBAR needed a voice that cut through culture, not just packaging.

Our objective was to build a social-first brand platform that: celebrated indulgent nutrition without apology,
reflected the confidence of modern women who refuse false choices, created a foundation for creative, social, influencer, and media to scale together.

To do that, we didn’t whisper about wellness.
We talked back.

The insight was simple: people are done accepting the status quo — in life, in culture, and in what they’re told they should want.

So we gave TRUBAR a fresh rallying cry that captured that energy:
BITE ME.
Not aggressive. Not defensive. Just unapologetic.

BITE ME transformed TRUBAR from a challenger product into a culturally fluent brand. The campaign has had a huge impact:
48% sales growth across key retail marketplaces
17% increase in DTC revenue
23% lift in first-time purchase

Beyond the top level effect, the campaign delivered tremendous results in social:
(A) Over 66M+ Impressions across organic
(B) Influencer programs delivered a 182% impression rate organically (15% benchmark) and generated $25M in earned media value with 70+ added-value posts
(C) On Instagram, we drove 2M Organic IG Impressions, *(91% above benchmark)
(D) On TikTok, we drove 21M TT Impressions (40% above benchmark)

In a category obsessed with discipline and denial, BITE ME gave our consumers permission to choose joy, confidence, and indulgence on their own terms.