Brand Tracker

Welcome to the automated Brand Tracker diaries.

Canada

Dairy Farmers of Ontario position milk as a protein hack

Brand: Dairy Farmers of Ontario

Campaign: Milk the Menu

Source: https://strategyonline.ca/2026/09/17/dairy-farmers-of-ontario-milk-the-menu/

Goal: To position milk as an effective protein source

Claim: Simple glass of milk provides an equally effective protein fix

Summary: Dairy Farmers of Ontario has launched a campaign to emphasize that drinking milk can provide a protein boost as effectively as various protein-infused products on the market.

Spain

Starbucks and Pascual Bring the Protein Trend to On-the-Go Consumption

Brand: Starbucks

Campaign: Protein Trend for On-the-Go Consumption

Source: https://www.reasonwhy.es/actualidad/marketing-starbucks-pascual-proteina-dinamic-protein-latte-matcha

Goal: Promote protein consumption outside the home

Claim: N/A

Media: N/A

Summary: Starbucks and Pascual are leading a trend that focuses on the consumption of protein products for people on the go, aiming to integrate healthy options into casual dining experiences.

healthy eating on-the-go Protein Starbucks

United States

Purely Elizabeth lampoons protein-maxxing for major product launch

Brand: Purely Elizabeth

Campaign: Protein Product Madness

Source: https://www.marketingdive.com/news/purely-elizabeth-lampoons-protein-maxxing-for-major-product-launch/825554/

Goal: Differentiate Purely Elizabeth's granola in the protein market

Claim: More quality and taste, less protein-maxxing

Media: Linear US Open broadcasts, Amazon Prime Video, Netflix, Hulu, HBO Max, paid social, programmatic, out-of-home

Summary: Purely Elizabeth has launched a new campaign for its Protein Ancient Grain Granola, aimed at poking fun at the trend of protein-maxxing. This marks the brand's largest media investment in a product launch, featuring humorous ads that highlight the quality of ingredients over protein isolates. The campaign, titled 'Protein Product Madness', utilizes various media channels including US Open broadcasts and social media to reach wellness-focused consumers.

advertising Granola humor marketing Protein