• by Fern Siegel , August 13, 2024

Aloha, the plant-based protein bar brand, launched its first brand campaign. 

Produced in-house by director Steve Mapp and Fancy Content, the campaign wants health-conscious consumers to enjoy “Deliciously Satisfying” snacks.

The spot likens that feeling to simple pleasurable experiences — popping bubble wrap or cracking open a fresh can of tennis balls. 

The ads run on streaming platforms, including Disney+, Hulu, Prime Video and YouTube. Social media campaigns feature influencer content and invite creators to celebrate their own “Deliciously Satisfying” moments with ASMR-type content.

“We created a campaign around things that are universally, inexplicably, deeply satisfying. In other words, things that just hit the spot,” said Katie Facada, creative director.

The campaign marks the first big brand push since Julia Shapiro joined Aloha as vice president of brand.

“We’re seeing a rise in intuitive eating among health-conscious consumers. People are paying more attention to how food makes them feel. Aloha bars offer great taste and protein while avoiding things that can be hard on the body, like gluten, dairy, or soy. It’s a difference you can really feel,” Shapiro told Agency Daily.

In April, Aloha received $68 million from growth-stage investor Semcap Food & Nutrition, whose portfolio consists of food and beverage brands focused on sustainability and wellness. Semcap will take a strong minority investment in the company.

Brad Charron, Aloha’s CEO, told FoodDive the company has seen "most of its success in the ecommerce sector, while also gaining traction at Whole Foods." He predicts Aloha will hit $100 million in revenue this year with its sales of protein powders, bars and drinks.