Purely Elizabeth, a privately held challenger brand that asserts its position as the No. 1 granola in the U.S., is strategically entering the burgeoning snacking market by humorously addressing the pervasive trend of "protein mania." The company’s new Protein Ancient Grain Granola line is backed by its most significant media investment to date for a product launch, signaling strong confidence in capturing market share within a category that some observers believe is becoming increasingly saturated. This bold move highlights Purely Elizabeth’s commitment to differentiating its offerings through a focus on quality ingredients and taste, rather than simply chasing macronutrient trends.
The national campaign, aptly titled "Protein Product Madness," launched on Monday across a diverse array of media platforms. Viewers can catch the advertisements during live broadcasts of the U.S. Open, on streaming services including Amazon Prime Video, Netflix, Hulu, and HBO Max, and through targeted paid social media and programmatic advertising. Additionally, the campaign features a prominent out-of-home takeover of the Columbus Circle subway station in New York City, extending through the end of July. This multi-channel approach aims to reach a broad audience, eschewing the typical gym-centric marketing often associated with protein-rich products to instead emphasize the brand’s core values of quality and flavor.
"From a broad perspective, we know we want to resonate against that growing mainstream wellness consumer," stated Cherry Joh, Chief Marketing Officer at Purely Elizabeth. This sentiment underscores the brand’s strategic focus on appealing to a wider demographic of individuals prioritizing health and well-being, rather than narrowly targeting fitness enthusiasts.
The campaign’s centerpiece is a 30-second spot that begins with a woman enjoying Purely Elizabeth’s signature granola. Her tranquil moment is then interrupted by a series of increasingly unusual protein-fortified products, including candy, wine, and even toothpaste, eliciting a skeptical reaction. According to Joh, the brand and its creative partners explored an extensive "rabbit hole" of real-world protein-enhanced products, such as high-protein beer and gummies, to inform the campaign’s narrative and comedic tone. The advertisement ultimately concludes by clarifying that Purely Elizabeth does not rely on protein isolates or fillers to boost its product’s nutritional profile. Instead, the brand emphasizes its commitment to using naturally occurring protein from whole food ingredients like nuts, seeds, and oats.
"It’s just leaning into a little bit more of that comedic take, so you could see a little bit more of the personality of Purely Elizabeth also come through," Joh explained. "We just thought, ‘Hey, let’s not take ourselves too seriously.’" This lighthearted approach aims to showcase the brand’s personality and make it more relatable to consumers who may be feeling overwhelmed by the constant influx of protein-focused products.
This campaign marks the first collaboration between Purely Elizabeth and Wpromote x Giant Spoon since the latter was appointed as the brand’s media agency of record in April. The creative execution for the campaign was handled by TDA_Boulder, an established partner agency also based in Purely Elizabeth’s hometown of Boulder, Colorado. The appointment of Wpromote x Giant Spoon as Purely Elizabeth’s media agency of record follows a successful period for the merged agency, formed when performance marketing firm Wpromote acquired creative agency Giant Spoon late last year. This partnership aims to leverage both agencies’ expertise in performance-driven marketing and creative storytelling. Wpromote x Giant Spoon has also recently secured other significant accounts, including being named the paid media agency of record for fast-casual chain Sweetgreen in February, indicating a growing momentum for the agency in the consumer packaged goods and food service sectors.
Entering the Protein Arena: A Strategic Evolution
Purely Elizabeth’s foray into the highly competitive protein category, while perhaps appearing belated to some, aligns logically with evolving consumer habits and the expanded role of granola in daily consumption. The substantial investment in the Protein Ancient Grain Granola launch coincides with a notable shift in consumer dietary preferences. Data from the International Food Information Council reveals that 70% of U.S. consumers report actively trying to increase their protein intake, an 8 percentage point rise since 2021. This widespread interest has fueled demand for protein-rich products, leading to ingredient shortages, such as whey protein concentrate, and a proliferation of food and beverage items marketed for their protein content.
"What’s really interesting about how the granola market has evolved is it’s no longer just a breakfast food. It has evolved into snacking, into treat, etc.," Joh observed. "When you look at that and the protein trend overall, there was an opportunity for us to be the complement to Greek yogurt, the complement to even froyo and ice cream." This strategic perspective positions Purely Elizabeth’s granola not as a standalone protein source, but as a versatile ingredient that enhances other popular healthy foods, thus broadening its appeal and application.
To generate early buzz for the protein line, Purely Elizabeth executed a soft launch in May. This included a two-day pop-up event in Los Angeles featuring a Protein Granola frozen yogurt truck, a collaboration with Go Greek. The brand also engaged in product seeding through targeted mailers, partnerships with TikTok Shop affiliates, and collaborations with influencers such as Paige Lorenze, founder of Dairy Boy. These initiatives aimed to create authentic engagement and generate user-generated content, leveraging the power of social proof.
The CPG brand has demonstrably increased its investment in experiential marketing, digital campaigns, and creator-led initiatives. This includes strategic experiments with TikTok Shop, which the company began utilizing late last year. While TikTok Shop offers a direct channel for sales, Joh highlighted its greater value as a driver of brand awareness and engagement, particularly among key growth demographics for Purely Elizabeth, which includes Gen Z and younger millennials.
"TikTok for us has been a really unique channel that has brought in a lot of Gen Z consumers into the brand," the CMO remarked. This demographic’s influence is evident in the brand’s decision to align its Protein Ancient Grain Granola promotion with the U.S. Open.
"We chose that because we really are seeing that live sports has a way to break through in a way that a lot of other media doesn’t have anymore from a fragmentation approach," Joh explained. "Tennis continues to resonate with consumers, and particularly younger consumers." The brand’s strategic choice of the U.S. Open reflects an understanding of how to reach younger audiences through culturally relevant and engaging events.
Sustaining Sales Momentum and Market Leadership
The strategic pivot towards protein is anticipated to contribute significantly to Purely Elizabeth’s ongoing sales growth. The company has experienced a doubling of its size over the past two years, achieving $200 million in total brand sales in 2025. Projections indicate a target of $300 million in sales for 2026, demonstrating a consistent upward trajectory.
Founded in 2009 by holistic nutrition counselor Elizabeth Stein, Purely Elizabeth now claims the top position in the U.S. granola segment, leading in both dollar and unit sales. This achievement places the brand ahead of established competitors such as Quaker Oats and Kind. The broader granola market is estimated to be worth approximately $1.3 billion, according to multioutlet data analyzed by Spins, underscoring the significant market opportunity.
The Protein Ancient Grain Granola, which became available in retail stores in May, reportedly surpassed category benchmarks within its initial month on the market. The product line is offered in three distinct flavors: Cinnamon Toast, Almond Butter & Berries, and Dark Chocolate Blueberry. Consumers can find these varieties at major retailers including Target, Kroger, Sprouts, Whole Foods, Publix, and select Costco locations. As Purely Elizabeth strives to maintain its leadership in the granola market, the company intends to continue challenging conventional norms within the packaged foods industry.
"Our approach is that we’ve never thought of ourselves as a food brand, we’ve always thought about ourselves as a modern wellness lifestyle brand, and that is reflected in how we go to market from our campaigns, as well as the type of creators that we end up working with," Joh concluded. This overarching brand philosophy informs every aspect of their marketing and product development, aiming to connect with consumers on a deeper level than just transactional food purchases. The brand’s consistent emphasis on holistic wellness and its willingness to adopt innovative marketing strategies position it for continued success in the dynamic health and wellness landscape.
