Vegan protein bar brand Trubar is out with its first national campaign called “Bite Me.” 

If the title sounds a bit cheeky, well, it’s meant to.

“‘Bite Me’ perfectly captures everything Trubar stands for,” says Natasha Port, vice president of global marketing. “We’ve scaled to over $50 million in sales with zero traditional advertising — just hustle, heart, and an incredible founder {Erica Groussman] who cold-messages retailers on LinkedIn. Now, this campaign gives us a national stage to match our momentum.”  

Groussman founded the business in 2018 and sold it to Simply Better Brands Corp., for a reported $7.5 million in 2021, remaining CEO after the sale.  

Agency Acadia pitched the campaign idea during the RFP process and is handling creative and media elements for the effort.   

According to the agency “Bite Me” is more than a tagline. “It’s an attitude. A wink. A dare. And a celebration of every person who’s ever been told "you can’t" — only to turn around and do it anyway.”  

It also speaks to the brand’s promise of nutrition with indulgence as exemplified by flavors such as Daydreaming About Donuts and Whipped For Key Lime.  

Campaign elements include: 

      Paid and organic social: TikTok, Instagram, YouTube, and influencer-generated content. 

      Retail media: Custom product detail pages and in-store placements across Amazon, Target, Whole Foods, and more. 

      CTV and digital video with creative that pairs Trubar’s flavors with copy lines like “PB&J is just for kids? Bite me.” 

    An NYC summer activation to engage consumers live.   

The campaign also features a hero brand video narrated by Groussman with a personal message: “For anyone who told me no — that said you can’t have a bar that tastes good and makes you feel good — Bite me.”  

Additional creative can be seen here and here.