From Shelf to Spotlight: How Crisp Power Turned Protein into a Lifestyle

Introduction

Crisp Power is redefining the protein snack game—turning pretzels into a performance food. With up to 28g of protein, 6g net carbs, 0 sugar, and no artificial junk, they’re not your average snack.

As the brand expanded into The Vitamin Shoppe nationwide (with a focus on Houston, Atlanta, and Seattle) and Costco regionally, the challenge was clear: how do you turn a high-protein pretzel into a must-try, must-stock staple on retail shelves?

The Opportunity

Crisp Power wasn’t launching a product—it was introducing a new ritual for fitness and wellness consumers.
The rollout needed to do more than announce availability—it had to inspire trial, create buzz, and build trust among active consumers who’ve been burned by bland bars and chalky shakes.

With new exclusive flavors at The Vitamin Shoppe (Cinnamon Crunch and Flamin’ Crunch) and national expansion on the horizon, the brand needed real people showing real enthusiasm to prove that pretzels could power your day.

The Strategy

Relish activated a network of fitness creators, athletes, and active lifestyle influencers to tell the Crisp Power story from the shelf to the gym bag.

Creators were encouraged to bring audiences into the experience—from spotting Crisp Power at The Vitamin Shoppe to showing how it fits into their daily flow: workouts, errands, recovery, or just living.

Key tactics included:

• Retail-first storytelling: Featuring The Vitamin Shoppe storefront, shelf discovery, and flavor haul.
• Lifestyle integration: Showing real-life moments where Crisp Power fuels performance or daily movement.
• Flavor and function focus: Highlighting protein, crunch, and exclusive flavors to differentiate from other “healthy” snacks.
• Surprise and delight: Gifting a bag to workers, friends, or gym partners to capture authentic reactions.
• Local amplification: Spotlighting creators in Houston, Atlanta, and Seattle to drive local store visits and retail pull-through.

The tone: bold, fun, high-energy—just like the brand itself.

The Results

• 27 pieces of creator content
• 105,649 total views
• 3,549 engagements
• 3.36% engagement rate

Crisp Power content flooded feeds with scenes of sweaty workouts, road trips, and snack breaks—all powered by pretzels.

Influencers highlighted the taste and texture (“finally a protein snack that’s not chalky”), turning Vitamin Shoppe aisles into discovery moments and giving the brand an energetic retail debut that extended into Costco locations as distribution expanded.

Why It Matters

Crisp Power’s rollout showed that functional snacks can be fun snacks.
By leaning into real creators, real stores, and real lives, the campaign transformed retail availability into cultural visibility.

Crisp Power didn’t just hit shelves—they became a part of the fitness lifestyle conversation.

Because the best product placement doesn’t happen in ads.
It happens in people’s routines.

Ready to bring your CPG brand to life in retail?
Let’s talk.
👉 https://tryrelish.com/contact-us