Kunai Protein Bars, Jackson Peos, Singapore
The Challenge: Launching a new protein bar in the competitive fitness market is difficult. Many product videos look similar — high-energy promos, product shots, and marketing messages that struggle to stand out.
The campaign centred on collaborating with fitness influencer and coach Jackson Peos, but instead of creating a typical promotional video, the focus shifted to storytelling.
Fitness consumers don’t just buy products — they buy into people and values. By highlighting Jackson’s personal journey and motivations, the video aimed to create emotional connection and authenticity, positioning Kunai Protein Bars as part of a broader lifestyle rather than just a standalone product.
This approach addressed two problems:
Product launches in fitness often feel templated and forgettable.
Audiences trust stories and human experiences more than direct advertising.
The Strategy: Rather than prioritising hard-sell messaging, the film centred on Jackson’s story — his approach to fitness, personal values, and why he trains. The idea was simple: show the person first, then naturally introduce the product.
High-energy visuals complemented candid storytelling, capturing Jackson in real moments while demonstrating how Kunai Protein Bars fit into his daily routine. The product placement was subtle and contextual, reinforcing lifestyle alignment rather than overt promotion.
This strategy also created future opportunities. By focusing on real individuals and experiences, the brand could develop a series of content featuring athletes and users, building community and long-term engagement. Storytelling becomes a foundation for ongoing content — not a one-off campaign.
The goal was to shift perception:
From product advertisement
To human narrative
To community and trust
This positions the brand for sustained relevance in a crowded market.
The Outcome: Through Jackson’s influence and storytelling, audiences connected with both the person and the brand. Comments and engagement reflected stronger interest and organic discussion, demonstrating that viewers were responding to the narrative rather than traditional marketing.
By associating Kunai Protein Bars with Jackson’s credibility and lifestyle, the campaign improved reach and word-of-mouth awareness. Audiences understood the product in context — as part of a fitness journey — which helped build trust and curiosity.
The video also encouraged sharing and organic interaction, expanding visibility without relying on paid amplification. People engaged because they related to the story, not just the product.
Ultimately, the project reinforced a key insight: storytelling drives connection. When audiences see real people and authentic experiences, they are more likely to trust, remember, and engage — creating stronger foundations for brand growth than promotional content alone.
Find out more about Kunai Protein bar and Jackson Peos:
Kunai’s Instagram
Jackson’s Instagram
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