Power to the Picky: Orgain Urges Adults to Get Picky with their Protein in New Campaign

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Orgain, makers of doctor-developed, high-quality nutritional products, today launched “Get Picky with Your Protein,” an integrated digital campaign that challenges us to raise our standards and to believe that protein powder doesn’t need to taste bad.

More and more people are reading labels and looking for clean ingredients, and we hope to inspire them to not only be discerning about the ingredients that are in their protein powder, but also about taste and texture – they can have it all!

Orgain, makers of doctor-developed, high-quality nutritional products, today launched “Get Picky with Your Protein,” an integrated digital campaign that challenges us to raise our standards and to believe that protein powder doesn’t need to taste bad.

“We celebrate pickiness because being picky means having high standards, something we seem to lose as we get older, especially as it pertains to things that are considered ‘good for you,’” said Orgain company founder, physician, and cancer survivor, Andrew Abraham, MD. “More and more people are reading labels and looking for clean ingredients, and we hope to inspire them to not only be discerning about the ingredients that are in their protein powder, but also about taste and texture – they can have it all!”

The campaign features a 70-second video of a young boy who wears his pickiness proudly, juxtaposed with his mother who chokes down terrible-tasting protein powder every day. It aims to inspire adults to embrace the pickiness they once had as kids, and to use that pickiness to reject terrible tasting protein powders.

“We have very high standards ourselves, and fly our picky flag proudly! Our Protein Powder has a stellar nutritional profile, is made with only the highest quality, organic ingredients, and tastes delicious,” said Abraham, also Orgain’s Chief Pickiness Officer.

Orgain Organic Protein Powder delivers clean, organic protein to build lean muscle and satisfy hunger for increased energy, endurance, and healthy weight management. Smooth and delicious without grit, Orgain Protein Powder provides 21g of organic, plant-based protein from organic brown rice, hemp, chia, and pea proteins along with 5g of organic fiber and no added sugar. Orgain Organic Protein Powder is USDA certified organic, gluten-free, soy free and non-GMO and made without artificial sweeteners, colors or preservatives.

The video was created by Honeymoon, a creative collective in Boulder, Colorado founded by Noah Clark, formerly of Crispin Porter + Bogusky and Victors & Spoils. Other recent work includes partnering with The White House to turn fruits and vegetables into a brand, and giving broccoli an “extreme makeover” by picking a fight with kale, the trendiest item in the produce aisle.

“We found great inspiration (and irony) in the fact that parents often hold their kids to high nutrition standards but fall far short of them ourselves. We want our kids to eat right, yet we as adults choke down products with awful ingredients and a bad taste without thinking twice,” said Clark. “Somewhere along the way we decided it was okay to put horrible tasting things in our body just because we thought it was good for us. With this video, we hope to let people know it doesn’t have to be this way.”

For more information about the campaign visit: Orgain.com/get-picky

Orgain’s organic plant-based protein powder is available nationally at Costco and the Vitamin Shoppe and available regionally at many leading retailers including Whole Foods Market and Target, and online at Amazon.com and Orgain.com. To find specific store locations in your area please visit http://www.orgain.com/find-a-store/.

About Orgain
Founded in 2008, Orgain® makes delicious organic nutritional products including nutrition shakes, protein shakes, protein bars, and protein powders to help people lead healthy, vibrant lives. Orgain was created by Dr. Andrew Abraham, who personally experienced the difference that high-quality organic nutrition made during his cancer treatment years ago, which inspired him to develop products for active people in need of great-tasting wholesome nourishment on the go. Available online and in 30k stores nationally, Orgain is perfect for busy lifestyles, weight management & fitness training/recovery. Learn more at Orgain.com.

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Jessica Vitale
Crafted Communications
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