Body by Cheese: ‘Parm Bars’ Rebrand Parmesan as a High-Protein Gym Snack
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- “Body by Cheese” is a campaign from Dairy Management Inc. promoting cheese as a protein source for athletes.
- The group is giving away 2-ounce Parmesan blocks in wrappers by Mischief that parody sports nutrition branding.
Athletes often increase their protein intake for several reasons. Think building muscle mass, aiding post-workout recovery, and supporting metabolism. You know, gains.
Most of us imagine sweaty folks drinking mixed-up protein powder from shaker bottles after a workout or between sets, or perhaps gnawing on chocolate-flavored bars. However, the folks at Dairy Management Inc. (DMI), a non-profit trade group funded by the dairy industry, want everyone to know that cheese just so happens to be a great source of protein, too, and have launched a new campaign called “Body by Cheese,” teaming up with fitness influencers, including Peloton instructor Adrian Williams, to spread the word.
1 response to “Body by Cheese: ‘Parm Bars’ Rebrand Parmesan as a High-Protein Gym Snack”
This is a promotion that will need an influencer. If I had the “Body by Cheese” t-shirt, the campaign would fail… but it might sell a lot of XL t-shirts.