Sort is sending out its rivals’ merchandise to 10,000 shoppers in an edgy advertising stunt

• Sort Snacks is delivery its rivals’ merchandise alongside its personal to 10,000 shoppers for them to the 2 strive side-by-side. 
• The stunt is to mark its foray into the protein bar class, which is the fastest-growing class inside the vitality and vitamin bar class as an entire.
• Additionally it is working a digital advert that includes Anna Faris modeled after Jimmy Kimmel’s notorious ‘Celebrities learn imply tweets’ video collection, through which she reads a collection of unsavory Amazon client opinions about different protein bars in the marketplace.

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After organising a three-story excessive mound of sugar at Occasions Sq. to tout its “more healthy” fruit bites final fall, Sort Snacks is again with one more advertising stunt.

The wholesome snack-maker is marking its entry into the protein bar house by taking direct potshots at rivals together with Clif, Quest, ThinkThin and Energy Crunch. It’s delivery its rivals’ merchandise alongside its personal to 10,000 shoppers who enroll first, for them to the 2 strive side-by-side. 

Sort claims that nuts are the first protein in its bars and they also robotically style higher than others out there, that are heavy on artificial protein blends, synthetic sweeteners and sugar alcohols.

“Since we’re getting into a brand new class, we have to persuade folks to change in a compelling method,” stated Drew Nannis, Sort’s VP of built-in communications. “Style may be very subjective, so we wished to place our greatest foot ahead by making folks truly pattern our product.”

Protein bars are a transparent growth alternative for the model, which ventured outdoors of snack bars and granola for the primary time final yr to launch fruit bites for youths. Sort likes to think about itself as a “challenger model” taking up established rivals, so these advertising stunts work properly for it. Its sugar stunt, for instance, elevated visitors to its web site by 61% in the course of the week of launch, stated Nannis.

The protein bar class is now the fastest-growing inside the vitality and vitamin bar class as an entire, with a 54% improve within the variety of new merchandise claiming to be excessive in protein since 2008, in response to a examine by Mintel. And the hype is unlikely to finish anytime quickly. 71% of individuals say that they need extra protein of their diets, in response to a survey by the NPD Group.

It additionally permits the model to stay true to its mission of making merchandise made with minimally processed, actual elements whereas increasing into newer classes.

“For us, it is at all times been about disrupting stale classes or creating new classes,” stated Nannis. “Our method has at all times been to at all times elevate the classes we enter and problem the false compromises in these classes.”

Sort can be selling its new protein bars by a digital video starring Anna Faris in partnership with Humorous or Die, which as soon as once more calls out main protein bar manufacturers for his or her style — or quite lack thereof.

The video is modeled after Jimmy Kimmel’s notorious ‘Celebrities learn imply tweets’ video collection, and options Faris studying a collection of unsavory Amazon client opinions in regards to the main protein bars in the marketplace, with out instantly naming them. Will probably be promoted throughout a number of digital channels. 

Sort will even be working a TV marketing campaign for its protein bars later in the summertime.

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