Fans of Perfect Bar know to look for their protein fix in the refrigerated aisle — often on the top shelf. While that placement may be easy enough for most shoppers to navigate, actor Harvey Guillén is pleading with the brand to consider the “short kings and queens” in new work from MullenLowe.
In an original song and music video, the What We Do in the Shadows star calls out top-shelf injustice with lyrics that speak to the plight of smaller shoppers who can’t quite reach. Guillén performs musical-theater-ready choreography among towering grocery store shelves, calling for change while jokingly threatening to rally his tiny troops for an “adorable little beatdown” if ignored.
MullenLowe partnered with director David Shane of O Positive and Butter Music and Sound to bring the tongue-in-cheek musical to life. For the creative agency, Guillén felt like a natural fit to deliver both the performance and the campaign’s pointed message with the ease of a seasoned entertainer.
“The musical aspect of the campaign came quite naturally, and Harvey was the perfect choice,” MullenLowe CEO Frank Cartagena told Campaign. “He can sing, act, dance and is so lovable that even an angry Harvey is a funny Harvey and someone you inevitably root for.”
To support the campaign, Perfect Bar has launched a sweepstakes offering limited-edition Short King and Queen stools and a year’s supply of Perfect Bars. Influencer and paid social amplification will help extend the call to action across TikTok, Instagram and YouTube.
Finding their way
While brand awareness played a role, the campaign’s primary objective was findability, according to both the brand and agency. As the U.S. protein market continues to expand beyond shakes and traditional snack bars, Perfect Bar differentiates itself as the “original refrigerated protein bar” — a distinction that comes with its own set of unique challenges.
“Perfect Bar pioneered the refrigerated protein bar category, so our place will always be in the fridge,” said Marion Delgutte, SVP of marketing at Perfect Snacks. “But it’s not brick-to-forehead to think ‘protein bar’ and then go to the refrigerator. So navigating the grocery store to find us, especially with placements varying among retailers, can be a challenge for our consumers.”
The conundrum led to a straightforward brief for MullenLowe: create a campaign that helps shoppers find Perfect Bars more readily. The agency responded by spotlighting a familiar consumer experience — one that reinforces the product’s location while making a specific group of shoppers feel seen.
“Once we presented the idea to the client, they loved it and verified that this is something they hear a lot from customers,” Cartagena said. “We know we can’t control the location, but we can control the narrative and let customers know we get them.”
The strategy turns a retail limitation into a brand asset. Rather than fighting for different shelf placement — a battle largely outside the brand’s control — the campaign leans into the challenge with humor. The sweepstakes, complete with branded step stools, extends the joke while offering a practical, if tongue-in-cheek, solution.
For MullenLowe and Perfect Bar, the hope is that the next time shoppers wander the grocery store searching for a protein fix, they’ll remember exactly where to look — even if they need a little boost to get there.
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