• by Sarah Mahoney  @mahoney_sarah, Yesterday

Retired NFL great Tom Brady has long been famous for clean eating—whether weird (like avocado ice cream) or funny (as in that self-spoofing Subway ad). Now, he’s teaming up with Gopuff to launch GOAT Gummies, an organic, vegan snack line that leans hard into meathead humor. The ads star two versions of Brady: “organic” Tom, who is 100% natural, facing off against “artificial” Tom, who’s chemically processed and out of control.

Calm Tom explains the benefits of the snacks, made in France with real fruit and priced at $4.99 a pack. Roid-raged Brady is considerably less mellow: “I haven’t slept since ’07!” he yells. “My resting heartrate is 400!”

A Gopuff spokesperson tells Marketing Daily that Shadow Lion is the creative agency behind the campaign, which is running across social media. The effort also includes in-person activations in New York and Miami, featuring goat walks and drones, plus influencer partnerships, mixed reality stunts, and in-app experiences.

GOAT Gummies contain no artificial sweeteners, dyes or flavors. Flavors include Sweet Rush (pear, mango, passion fruit, cherry), Sour Burst (tangerine, apricot, grapefruit), and Tropic Fusion (passion fruit, raspberry, pomegranate).

Brady, who is also an investor in Gopuff, is no stranger to commercials. He currently appears in ads for Hertz, and has previously repped brands like Dunkin’, Duracell, and Hulu.

“Retirement’s been a chance to slow down and enjoy life a little more—and that includes treating myself once in a while,” Brady said in the announcement. “But when I do reach for something more indulgent, I want the best. GOAT Gummies hit that sweet spot.”

Previous Gopuff activations with Brady include fan contests, such as last summer’s sweepstakes for a two-night stay at Italy’s Lake Como with VIP access to an E1 race hosted by Team Brady, the electric speedboat racing team backed by Gopuff.

The campaign is live now, with more stunts expected throughout the summer.