Lenny & Larry's Launches New Boss Cookie
American Ninja Champion Jessie Graff asks consumers to "Boss Up."
Lenny & Larry’s has been a long-established leader in the nutrition-conscious, healthy snack category. When they wanted to launch their new high-protein Boss Cookie product to compete within the high-protein energy bars category, Source jumped in to help.
Lenny & Larry’s key marketing goals included increasing sales through targeted digital media while maintaining a positive return on ad spend (ROAS).
The Source solution started with an unexpected and high impact advertising, content, and promotional campaign idea – featuring American Ninja Warrior star Jessie Graff. Jessie is not only a world-class athlete but serves as a well-established health/nutrition thought leader and influencer.
The digital campaign included a two-phase approach. First, with pre-launch custom-branded OOH, social and digital teaser content highlighting the product differentiator – 18 grams of protein. This was immediately followed by an interactive promotion called “The Boss Challenge” that attracted aspiring Ninja athletes from all 50 states and encouraged them to upload their ninja-style workouts to enter the promotion.
Source’s comprehensive media strategy included:
- Programmatic advertising
- Digital marketing
- Social media campaigns
- SEO optimization
- High-impact display advertising
The Boss Cookie continues to dominate the healthy snack category with product penetration at national retailers and fitness clubs nationwide.
