The protein bar aisle is crowded with promises.
More protein. Less sugar. Better macros. Bigger gains.
TRUBAR wasn’t built for gym bros chasing a bulk or a cut. Founded in 2019 by CEO Erica Groussman, TRUBAR was created for moms and busy women who want something else entirely: indulgence and nutrition, without compromise.
TRUBAR set out to challenge the tired category norm that “healthy” has to taste boring, restrictive, or joyless. But going up against giants like Clif, KIND, and RXBAR meant that product alone wasn’t enough. TRUBAR needed a voice that cut through culture, not just packaging.
Our objective was to build a social-first brand platform that:
To do that, we didn’t whisper about wellness.
We talked back.
The insight was simple: people are done accepting the status quo—in life, in culture, and in what they’re told they should want.
So we gave TRUBAR a fresh rallying cry that captured that energy:
BITE ME.
Not aggressive. Not defensive. Just unapologetic.
On social and through influencers, BITE ME became a playful pushback against outdated nutrition rules and unsolicited opinions. We worked with strong-willed creators, entrepreneurs, and everyday people who embody that mindset, letting them define what BITE ME means in their own words.
Their hottest takes weren’t about macros. They were about life.
Instead of over-indexing on celebrity, we prioritized authenticity, allowing influencers to lead with their stories and trusting that real confidence resonates louder than scripted talking points. Those partners continue to be our top performers.
We extended our voice into:
Behind the scenes, BITE ME scaled into a full creative ecosystem with a single shoot producing 20 social videos and over 2,100 photos designed to live across social, creators, retail, and media. The idea stayed consistent, even as the placements changed.
What started as a social rebrand campaign carried the brand all the way to the shelf.
BITE ME transformed TRUBAR from a challenger product into a culturally fluent brand.
Beyond social, the BITE ME campaign had lasting impact for sales.
In a category obsessed with discipline and denial, BITE ME gave our consumers permission to choose joy, confidence, and indulgence on their own terms.
