Schneiders Flips the Protein Script with 'Protein Smarter, Not Harder'

Protein is everywhere on social media, but the conversation often skews toward fitness fanatics. Schneiders sees a different story: everyday Canadians want protein that works for their lives, not just their workouts. With that in mind, the brand is challenging the status quo with 'Protein Smarter, Not Harder', a campaign that makes getting protein as simple, tasty, and accessible as snacking itself.

The campaign turns the traditional protein narrative on its head. Outdoor ads playfully call out the truths everyone’s thinking, after all, who really enjoys chalky protein bars or juggling a blender just to make a shake? Schneiders’ snacks, from Peperettes to Mini Charcuterie Kits, deliver protein in a way that fits seamlessly into everyday life: convenient, flavourful, and satisfying anytime, anywhere.

"The category ceded 'protein' to bars and shakes, and forgot flavour a bit too much. We’re taking it back. Rooted in how Canadians really snack, this work swaps lab-coat clichés for real culture, making Schneiders the obvious protein upgrade: satisfying, convenient, and irresistibly delicious," said D’Arcy Finley, VP of brands at Maple Leaf Foods.

Protein Smarter, Not Harder is showing up across DOOH, OOH, and social, amplified through influencer partnerships to showcase how Schneiders fits seamlessly into the lives of varying verticals. The campaign strategy and creative were developed by Rethink, with PR led by Rethink PR and media handled by FUSE.