• by Fern Siegel , Yesterday

Americans love snacks — but often look for more protein, less carbs. That's the idea behind Crisp Power Protein Pretzels and the impetus for its new push "The Well-Rounded Snack."

The brand's first major commercial campaign highlights a full product lineup of six flavors. The first ad dropped last week and the second in the series today. The ads run on Meta, TikTok, YouTube, Google Ads and connected television via MNTN, Amazon, Prime Video and Instacart retail media.

Bacon and Eggs is responsible for the creative. Bowery Boost handled media placement. 

Crisp Power entered the U.S. market two years ago, but recently opened a $15 million domestic manufacturing facility in Texas. Now the brand is sold in various nationwide retailers including Meijer, Costco, Wegmans, Hy-Vee, H-E-B, Market Basket, Raleys, and The Vitamin Shoppe.

"Protein has fundamentally changed the way people shop the snack aisle, but consumers are proving they won't sacrifice taste to get it," said Gilad Zilberberg, CEO of Crisp Power. "This campaign is about introducing more people to a product consumers are already choosing again and again."

The company's pretzels deliver up to 28g of protein, 10g of fiber, and just 6g of net carbs per 1.75 oz. bag. Its product lineup includes everything, sea salt, sesame, cinnamon crunch, cheddar and flamin' crunch.

Yemeni Mesa, President/COO, added: "We built this campaign around a moment every consumer recognizes: standing in front of the pantry trying to choose between taste and nutrition. Crisp Power is proof you don't have to make that trade-off anymore."