• by Fern Siegel , 5 hours ago

Protein snack-food company Wilde has tapped Bakery as its Agency of Record and its sister shop Ken as Media AOR.

First work will appear this fall. The account was won after a competitive pitch.

Bakery is charged with evolving the brand's strategy and visual identity, creating a platform that will showcase its products. The agency intends to coordinate opportunities with celebrities, influencers, complementary brands and other cultural partners to extend visibility.

"Bakery brings a proven ability to help brands grow from niche products with passionate followings into the heart of popular culture," said Jason Wright, Wilde CEO. "From the start, there was an immediate shared belief in Wilde's potential, a desire to evolve the brand."

First marketed in 2019, Wilde products are made from natural chicken breast, chicken bone broth and egg whites. No plant proteins are ever used. 

Micky Ogando, CCO of Bakery, called Wilde "a brand brave enough to make comfort snacks out of real chicken breast. That's a great idea, a weird-as-hell idea, and almost nobody knows the story behind it. There's a lot of fun waiting under that name. Our job is to help Wilde own it."

The protein snack category is expanding. Doritos launched Doritos Protein this year, and Kellanova put out Pop-Tarts Protein.

Based in Austin, Texas, Bakery has done work for Nike, Diageo, Tree Hut and Promised Land Dairy.