Campaign Encourages Snackers to Unlock the
Power of "Cheating" with Quest
DENVER, March 6,
2024 /PRNewswire/ -- The Quest™ brand, part of the
Simply Good Foods Company (Nasdaq: SMPL), announced the launch of
its new brand campaign "It's Basically Cheating" today. The
campaign features Academy Award® and Emmy®-nominated writer, actor
and comedian Kumail Nanjiani in an
unexpected and satirical series of spots where he cheats at
weightlifting, kayaking, and ice skating. He even goes so far as to
hire a construction crew to build himself an epic, 40-foot-tall
sandcastle. His sharp wit and playful delivery punctuate the core
campaign theme that eating Quest products are so good that it feels
like cheating.
"At Quest, we aim to revolutionize snacking by flipping the
macros of all the foods you love upside down, so they are big on
protein, low on sugar and huge on flavor," said Stuart Heflin,
General Manager and SVP, Quest Brand Marketing at Simply Good
Foods. "This campaign leans into the idea that we all need a good
cheat or lifehack to help make our personal quests a little easier
and a lot more fun. Partnering with great comic talent like Kumail
does just that to inject cheeky entertainment and cultural
relevance into our brand vision."
"I discovered Quest when I was getting in shape for a role and
it became my go-to snack because they have something for every
craving and it's actually good for you," said actor/comedian
Kumail Nanjiani. "This campaign was
really fun to shoot, and I got to work and creatively collaborate
with a brand that I'm truly a fan of."
Creative agency partner BBH USA
ideated and executed the campaign in partnership with Quest. "In a
category where customers have grown accustomed to sacrificing taste
for macros, all you have to do is take one bite of Quest nacho
chips or their peanut butter cups to understand how we arrived at
'It's Basically Cheating,'" said Erica
Roberts, Chief Creative Officer of BBH USA. "Quest's sinfully good snack hacks have
been a guarded secret within the fitness world for a long time, and
we're so excited to help the brand finally spread the word around
these tasty 'cheats' in their first-ever national brand
campaign."
Starting today, new national television spots created by BBH
USA on behalf of Quest, will begin
to debut in various formats as part of a larger campaign including
digital, social media, streaming platforms and broadcast events.
Additionally, out-of-home advertising and more will expand the
campaign and insert the brand into mainstream media. All assets can
be viewed HERE. Media can view and download the campaign assets
HERE.
About The Simply Good Foods Company
The Simply Good Foods Company (Nasdaq: SMPL),
headquartered in Denver, Colo., is a highly focused food
company with a product portfolio consisting primarily of nutrition
bars, ready-to-drink shakes, sweet and salty snacks and
confectionery products marketed under the Atkins™ and Quest™
brands. Simply Good Foods is poised to expand its wellness
platform through innovation and organic growth along with
investment opportunities in the snacking space and broader food
category. Simply Good Foods aims to lead the nutritious
snacking movement with trusted brands that offer a variety of
convenient, innovative, great-tasting, better-for-you snacks and
meal replacements. To learn more,
visit SimplyGoodFoodsCompany.com
The Quest™ brand aims to revolutionize snacking by providing
products that are big on protein, low on sugar and huge on taste.
The current product line is inclusive of bars, salty snacks,
cookies, candy, shakes, protein powders and pizza. Quest products
are available across all 50 states and in over 90 countries
worldwide. To learn more, visit QuestNutrition.com.
Media Contact:
Jennifer Livingston
Director, PR & Social Media
jlivingston@simplygoodfoodsco.com
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SOURCE Simply Good Foods