David Protein Sold COD to Sell Protein Bars. Here's Why It Worked.

David Protein ran the smartest brand stunt in CPG this year, and it cost almost nothing in media. Their bars have the best protein-per-calorie ratio of any bar on the market. The only thing that beats them is cod. Most founders would bury a fact like that. David built a whole campaign on it. They sold actual cod fillets, then put it on billboards across New York: "slightly more protein per calorie than our bars." The stunt was the ad. And it spread because it was true. In this teardown I break it into 5 lessons you can steal for your own brand: 01. Find the one true comparison your category hasn't made 02. If a claim can be shown, put it in people's hands 03. Design the moment first, buy the media second 04. Pick one idea and repeat it until it belongs to you 05. Never lie. Truth is what makes it spread. This is the difference between performance marketing and brand marketing. One rents attention. The other makes you mean something. Like Heinz. It only means one thing. If you're building an ecommerce brand and you want this kind of thinking run on yours, that's what we do at Butcherbird. Watch the carousel version on Instagram: @butcherbird Work with us: butcherbird.global #DavidProtein #BrandMarketing #CPG #DTC #MarketingTeardown #BrandStrategy #Ecommerce #BuiltAtButcherbird