Description
Quest Nutrition by SG1, a bespoke unit within Publicis Groupe, creatively led by Leo New York, has developed "Succumb to Your Instincts" - a 2.0 version of Quest's breakthrough "It's Basically Cheating" campaign that takes a deeper psychological approach to the internal battle consumers face when choosing between indulgent cravings and healthy options.
The campaign addresses a fundamental consumer truth: the constant mental negotiation between wanting something indulgent and making the healthy choice. Rather than positioning Quest as a compromise, the creative humorously encourages consumers to "succumb" to their cravings because Quest products deliver both indulgence and nutrition.
The work launches today, September 2, across TV/streaming, digital, social posts, influencer social content and out-of-home, with additional extensions into audio and commerce spaces. The campaign achieved some of the highest testing scores the research company has seen and notably doesn't rely on celebrity talent - instead letting the creative idea stand on its own merit. Leo New York employed an innovative production approach, using off-camera improv actors to generate authentic reactions from on-screen talent, and created enough modular content from a single shoot to fuel plenty of new content across multiple formats including 30-second, 15-second, and 6-second social spots in the future.
This professional campaign titled 'Succumb to Your Instincts' was published in Multinational Worldwide in September, 2025. It was created for the brand: The Simply Good Foods Company, by ad agency: SG1. This Film and Integrated media campaign is related to the Food industry and contains 3 media assets. It was submitted 3 months ago.
Credits
Client: The Simply Good Foods Company, Quest Nutrition
President & Chief Executive Officer: Geoff Tanner
SVP, General Manager Quest Brand Marketing: Stuart Heflin
VP, Quest Brand Marketing: Emily Johnston
Director, Creative Services: Nina Carbajal
Agency: SG1 (Publicis Groupe, creatively led by Leo New York)
President: Nikki Maizel
Chief Creative Officer: Joe Mongognia
Group Creative Director: Ray Ali
Creative Director: Chams Abdelhafidh
Creative Director: Benson Ngo
VP, Associate Creative Director: Phillip Arias
Associate Creative Director: Ivy Phan
Associate Creative Director: Julian Castillo
SVP, Group Account Director: Jizelle Andrews
Account Director: George Khandji
Account Executive: Samuel Merritt
Account Executive: Olivia Sun
SVP, Strategy Director: Melissa Panasci
Senior Strategist: Darian Smith
Head of Production: Deb Archambault
Executive Producer: Rob Lee
Associate Producer: Monique Harbaugh Mazier
Senior Program Manager: Fida Sleiman
Associate Director, Business Affairs: Jonathan Toto
Production Company: Biscuit
Director: Damien Shatford
Executive Producer: Andrew Travelstead
Founding Partner: Shawn Lacy
Head of Production: Sean Moody
Line Producer: Brendan Garrett
Director of Photography: Lol Crowley
Production Designer: Pablo Tregebov - Poza
Editorial: The Den
Editor: Leo King
Co-Editor: Jess Mutascio
Assistant Editor: Evan Carp
Executive Producer: LauRenn Reed
Producer: Sari Resnick
Visual Effects, Color & Conform: Harbor
Designer/Associate Creative Director: Bri O'Donnell
VFX Supervisor: Adrian Hurley
Lead Flame Artist/Creative Director: Alex Candlish
Compositor: Andrew Emmerson
Senior VFX Producer: Lauren Gray
Colorist: Karim El Katari
Senior Color Assist: Scarlett Tierny
Senior Color Assist: Joni Brandenburg
Senior Color Assist: Andrei Klein
Color Assist: Elizabeth Hickey
Color Producer: Jake Grom
Executive Producer, Color: Nadia Dabibi
Audio: Barking Owl
Sound Designer & Mixer: Stuart St. Vincent Welch
Mix Assistant: Henry Gilchrist
Executive Producer: Ashley Benton
Producer: Jenna Pangilinan
Managing Director: Carol Dunn
Casting
Casting Director: Matthew Messinger
