Protein Product Madness

Purely Elizabeth, the #1 granola brand, today launches its most significant product-focused investment to date with "Protein Product Madness," a national campaign created in partnership with TDA Boulder.

The campaign takes direct aim at the protein craze that has overtaken grocery shelves, from protein water to protein candy to protein gum, and positions Purely Elizabeth’s new Ancient Grain Protein Granola as the obvious, uncomplicated alternative: 10 grams of protein per serving, from oats, nuts, and seeds. That’s it.

The campaign launches nationally on July 20, 2026 and runs across social, digital display, linear TV, CTV, and high-impact video, amplified by a subway station takeover of the NYC Columbus Circle station, with sampling outside.
The Brief: Make It Fun. The Insight: Make It True.
The creative campaign starts with a simple consumer truth: protein has become a cultural obsession. From grocery aisles to social feeds, it seems like everything is being reimagined through a protein lens. Instead of adding more noise, Purely Elizabeth leaned into humor.

“Protein Product Madness” leans into that frustration with wit and confidence. The campaign’s hero :30 spot names the absurdity directly: if protein is in everything from gum to wine, maybe the more important question isn’t how much protein you’re getting, it’s where it’s coming from. Purely Elizabeth answers that question before it’s even finished being asked: nuts. seeds. oats, simple, delicious, done.
What’s New
Purely Elizabeth Protein Granola launches in three flavors, each delivering 10 grams of protein from real food sources with no fillers, no isolates, and no compromises:
· Cinnamon Toast
· Almond Butter & Berries
· Dark Chocolate Blueberry
The Campaign
The media was handled by Wpromote x Giant Spoon and spans:
· Linear TV: :30 and :15 spots airing during the U.S. Open
· Social: organic and paid across Purely Elizabeth’s channels, with a social creator roster amplifying the campaign across the flight
· CTV and high-impact video: including custom wraps and online video units
· OOH: a full takeover of the NYC Columbus Circle subway station including digital display, wallscapes, turnstiles and stairs, with sampling outside the station