Inspired by the viral “#Proffee” trend where people blend protein with coffee, Premier Protein is popping up at Union Station to give out protein-packed iced coffees to commuters until Friday.

“Premier Protein has been at the centre of many viral trends from protein coffee to protein ice cream, and we’re seeing these trends have longevity, often becoming a permanent part of users’ health and wellness regime,” says Brandon Kuszak, senior brand manager, international, at Premier Nutrition.

Kuszak tells strategy that, over the past few years, there has been a rise in protein consumption with consumers constantly seeking new ways to add more protein into their diet. He adds that TikTok searches for “#proffee” are up 207.2% over the past year, and this number is expected to grow another 14.5% within the next year.

“Inspired by these insights, we wanted to delve into experiential marketing to bring Premier Protein to life and offer a more tangible brand experience for our fans,” says Kuszak.

In recent years, post-pandemic food exploration and social media “hack” culture have provided consumers with solutions, fueling the expectation that dietary decisions shouldn’t feel restrictive, he explains.

“We’ve seen consumers gravitate towards our High Protein Shakes to pair with their coffee, because of the convenience of the ready-to-drink and the wide flavour variety,” he says.

Premier Protein is looking to engage consumers and drive foot traffic by collaborating with influencers throughout Canada to develop content that showcases the benefits of adding Premier Protein to coffee and to also spread the word about the Union Station pop-up.

Additionally, Premier Proteins amplified the event through traditional editorial outreach and sponsored content on local broadcast and digital channels, he says.

September is a key selling period for the brand, Kuszak notes. The company’s primary focus periods for national shopper marketing programs are in the fall and in January and February during the New Year timeframe. This year, the brand held its first experiential activation event in the U.S. at a New York event timed to coincide with July’s National Ice Cream Day.

Hunter is the lead agency, handling he PR, influencer support and event logistics. Premier Protein also worked with BarkleyOKRP to develop all its owned social content.