Curiosity Selected as Agency of Record for Nurri's Innovative Campaign Launch

Curiosity Teams Up with Nurri for Exciting Campaign

Independent creative agency Curiosity has recently been designated as the agency of record for Nurri, the rapidly growing brand known for its ready-to-drink protein milkshakes. In a market that recently recognized Nurri as Instacart's fastest-growing brand, this partnership marks a significant milestone for both entities.

Curiosity secured this collaboration after a comprehensive review involving multiple agencies. Rather than focusing solely on speculative work, their proposal emphasized chemistry and shared capabilities, ultimately allowing them to win what is now one of their most notable accounts.

Launching a New Campaign: 'Shake Ya Can'

With this partnership, Curiosity has kicked off Nurri's inaugural advertising campaign, titled 'Shake Ya Can'. This initiative aims to give the brand a vibrant and joyful identity, showcasing a colorful ensemble of diner patrons and staff enjoying their time while indulging in Nurri shakes.

The commercial was directed by Daniel Russell of ArtClass production company, who remarked, “When I first heard the brief, I actually laughed, as it felt like a perfect opportunity to merge my music video background with an innovative advertisement that isn't afraid to break boundaries.” The creative direction encapsulates Nurri’s ethos of fun and inclusivity, aligning perfectly with their mission of enriching people's lives through better nutrition.

The Rapid Rise of Nurri

Nurri, which made its debut in 2024, has quickly made a name for itself in the beverage sector, with products now available at major retailers including Costco, Sam's Club, Walmart, and Amazon. Their commitment to delivering nutritious and delicious protein options has fueled the brand's success, making their partnership with Curiosity a strategic move to further enhance their presence in the market.

Ashley Walters, the Chief Marketing Officer and Partner at Curiosity, mentioned the growing cultural appreciation for protein, adding, “While the ready-to-drink category lags, Nurri displays the boldness and ambition to lead in this category.” The collaboration will focus on maintaining this momentum while expanding Nurri's reach among health-conscious consumers.

About Nurri and Curiosity

Nurri stands out as a lifestyle brand committed to transforming nourishment by offering delicious nutrition that elicits smiles. Their goal is to make protein more accessible and enjoyable for everyone, allowing consumers to incorporate it seamlessly into their daily routines. More information about their products can be found at their website, drinknurri.com.

Curiosity, on the other hand, is a full-service creative collective that merges innovative thinking with data-inspired strategies. With a diverse client portfolio that includes prominent brands like Procter & Gamble and General Mills, Curiosity prides itself on crafting high-growth brands through compelling narratives and relatable messaging.

As 'Shake Ya Can' rolls out, it highlights not just the partnership between Curiosity and Nurri, but also the evolving landscape of nutrition-focused products aiming to resonate with consumers on personal and communal levels. The campaign is poised to elevate the ready-to-drink protein space and infuse it with creativity and joy, setting the stage for exciting developments to come.