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05/10/2022

Vital Proteins, Jennifer Aniston highlight launch of protein, collagen bars

The Vital Proteins & Jennifer Aniston Bars, launching May 23, will be available in peanut butter fudge, cold brew coffee and dark chocolate coconut flavors.
Gisselle Gaitan
Online Editor
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Vital Proteins is debuting a new campaign starring its chief creative officer, Jennifer Aniston.

The new initiative is designed to highlight the brand’s newest launch — protein and collagen bars, which Aniston helped create.

Told through the lens of mixed media, the campaign is a scrapbook of film, photography and personal never-before-seen  photos that tell the story of Aniston’s wellness journey and how her daily routine with Vital Proteins supports her commitment to wellness every step of the way, the Chicago-based company said.

“The recent prioritization of health and wellness was an integral piece of the creative campaign strategy,” said Tracey Halama, CEO of Vital Proteins. “We believe Vital Proteins can unite people with a source of optimism and confidence no matter how you pursue your goals.”

[Read More: Vital Proteins names Addison Rae global brand ambassador]

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vital proteins jennifer aniston

The new launch from the brand includes Vital Proteins & Jennifer Aniston Bars, which feature three protein and collagen bars in peanut butter fudge, cold brew coffee and dark chocolate coconut flavors. All under 200 calories each, the bars contain such ingredients as maca, maqui berry, cordyceps, reishi and lion’s mane, with 14 g of protein and less than 1 g of sugar per serving.

“I spent the last year collaborating closely with the Vital Proteins team on this new bar collection, helping to handpick the ingredients and flavors that I love” Aniston said. “I can’t wait for people to try them out.”

Vital Proteins & Jennifer Aniston Bars will be available on May 23 online and domestic retail distribution will launch this summer in counts of 12 per box, four per box and single bars that retail for $2.99.

[Read More: Vital Proteins adds workout-focused powders, beverages]

Filmed by Damien Chazelle, with campaign photography by Cass Bird, and original music by American film composer Justin Hurwitz, the campaign’s content will appear across broadcast, streaming, OOH, digital and social media.

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