Protein Fatigue Campaigns

The New Purely Elizabeth Campaign Pokes Fun at Proteinmaxxing

This spring, Purely Elizabeth launched a line of Protein Ancient Grain Granola and in support of it, a new Purely Elizabeth campaign debuted to poke fun at the protein craze. Purely Elizabeth's Protein Ancient Grain Granola gets its 10 grams of protein from real ingredients like nuts and seeds, and excludes isolates and fillers, and the brand bakes that same directness into its latest campaign, calling out some of the absurd extremes of proteinmaxxing without ever taking itself too seriously.

Protein has expanded far beyond shakes and bars, showing up in gummies, drinks and even personal care products. But as it turns up in even the most unexpected places, people are asking whether it's necessary, and where it's sourced from.

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