Purely Elizabeth calls out the protein madness

Granola brand Purely Elizabeth launches Protein Product Madness, a national campaign created in partnership with TDA Boulder that takes direct aim at the protein craze that has overtaken grocery shelves. 

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 humour.

The campaign’s hero 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.

“The protein craze has gotten genuinely absurd, and most consumers already know it,” stated Jonathan Schoenberg, Co-Owner & Executive Creative Director, TDA Boulder. “Our job was to give Purely Elizabeth permission to say what everyone’s thinking, with a product that actually backs it up. When the answer to ‘where does the protein come from’ is ‘nuts and seeds,’ you don’t need to shout. You just need to ask the right question loudly enough that people laugh, agree, and go find the granola.”