• by Fern Siegel , 4 hours ago

Creative agency Curiosity was appointed AOR for Nurri, the ready-to-drink protein milkshake named Instacart’s fastest-growing brand.

The Cincinnati agency won the business after a competitive review. The partnership kicks off with Nurri’s first ad campaign, “Shake Ya Can.”  The spot runs across linear, CTV, Meta and YouTube. 

Launched in 2024, Nurri is available at various retailers, including Costco, Sam’s Club, Walmart and Amazon.  

“Protein is having a cultural moment, but the ready-to-drink category is still asleep,” said Ashley Walters, Chief Marketing Officer at Curiosity. “Nurri has the ambition and courage to be a category leader, and we’re excited to help lead the brand through its next phase of high growth.” 

“Shake Ya Can” shows diner patrons and staff dancing joyously once Nurrim, with 30g of protein, 1g of sugar is introduced. The work was directed by Daniel Russell, from production company ArtClass.

Nurri is owned by Trilliant Food & Nutrition.

Agency clients include: Procter & Gamble, General Mills, Stop & Shop and Holland America Line.