• by Fern Siegel , July 26, 2024

SimplyProtein has launched an integrated-marketing campaign to introduce its new line of restaurant-style tortilla chips.

The creative, by Toronto-based agency Bobby Inc, is running on various digital platforms, including YouTube, META, TiKTok and Google.

The new flavors are sea salt, hint of lime and hint of habanero.

The spots utilize a Mariachi tune with quick-hit copy lines that are fun and spicy. They include: “Hotter than your ex’s texts!” "Chips that make the taste buds tango!" Copy takes the occasional swipe at A.I. responses, while sending up the idea that protein is only for gym rats.

“Launching a fresh product line into a new category challenged us to consider how we could maintain SimplyProtein’s marketing momentum while doing more with less,” said Kairen Wu, senior vice president marketing + innovation for Wellness Natural Inc., parent company of SimplyProtein.

“We think we’ve nailed the creative, just like these tortillas crack the code on great tasting protein chips.”

SimplyProtein’s tortilla chips, which are vegan and kosher, are made with corn, quality pea protein, organic sunflower oil and other ingredients.

The brand's product line also includes crispy snack bars, energy bites and ready-to-drink shakes.