• by Fern Siegel , Yesterday

Health-conscious eaters tend to avoid processed, sugary snacks — and that's the market Aloha's plant-based protein bars target.

To highlight their natural ingredients, it launched a new campaign with three distinct 15-second spots: Coconut Choc Almond, PB Cup and Chocolate Mint. 

The colorful campaign features creative by strategy/design company Sylvain. It runs nationally across CTV, OOH, YouTube and podcasts. Obsessed Media handled media buying.

Aloha bars are made with organic ingredients, such as nuts, oats, fruits and seeds. Its protein comes from a proprietary blend of pumpkin seed and brown rice proteins, while the fiber is sourced primarily from tapioca fiber.

“In a time when people are paying more attention than ever to what they’re putting into their bodies and how it makes them feel, we’re proud to share our food philosophy with the world,” said Julia Shapiro, vice president, brand at Aloha. “We believe the best tasting and most nutritious food comes from the earth. No junk. This campaign is a true celebration of that.”

The tagline — "Taste That Grows" — highlights the company's mission. “The agency partnered with CGI artists Arina Emelianova and Kirill Emelyanov to create a sensorial world of plant-based wonder,” said Ash Casper, associate design director at Sylvain. “While AI creative content is quickly becoming the norm, we centered on makers dedicated to their craft.”

The brand’s core belief: ingredient transparency and great taste are paramount.

Employee-owned Aloha was named one of Bain Capital’s 2025 “Insurgent Brands,” supported by a $68 million investment from SEMCAP. Aloha is sold in 21,000 stores, including Whole Foods, Amazon and Thrive Market.

Sylvan's client work includes Civic News Company, Walmart, Kate Spade and Tempo by Hilton.