When Hershey asked us to introduce FULFIL protein bars to the U.S., we built a brand identity that balanced athleticism with accessibility. Our solution? Pairing the brand with America’s fastest-growing sport through a partnership with the Association of Pickleball Players. I handpicked and managed nearly two dozen influencers — some to attend live activations, others to create content — to drive both on-site buzz and digital reach. The campaign delivered serious impact: 2.75M broadcast streams, 70K live attendees, 300K social views, and 60K samples distributed, establishing FULFIL as a credible player in the performance snack space.