Pip & Nut had a bold move to make stepping into a brand new category with a Protein Bar that did things differently. All natural ingredients, plant-fuelled protein and a founder story worth telling. As a believer in B Corp, this is exactly the kind of brand we love to get behind - purposeful, principled and built to do better. Our job was to make the launch impossible to ignore, positioning the bar as a category-first from day one and bringing the wider Pip & Nut world along for the ride.

We built the campaign around intrigue. Before a single announcement was made, bespoke mystery boxes landed on the desks of journalists at The Times, Women's Health, The Sun and Good Housekeeping, creating buzz, exclusivity and a genuine feedback loop before the product even hit shelves. From there we moved into a full embargo pitch, coordinated sample drops and reactive press opportunities, including jumping on the Joe Wicks TV news moment to keep natural protein in the conversation and Pip & Nut front of mind.

The result was 42 pieces of coverage with a reach of 53.89 million, spanning Good Housekeeping, BBC Good Food, The Sun, The Mirror and beyond. A trade exclusive with The Grocer cemented industry credibility and the halo effect did exactly what we'd planned, shining a light on the full Pip & Nut portfolio in the process.