Revolutionizing Protein: the Launch of Nurri at Costco

Health and wellness design is about more than visuals; it’s about building meaningful connections that inspire better choices in everyday life. For Nurri, a new entrant in the highly competitive protein shake category, QNY Creative was tasked with creating a social-first campaign that not only introduced a product but also rallied a community around health, nutrition, and accessibility. From the ground up, we built Nurri’s digital identity to feel warm, approachable, and forward-looking. Our team launched bold pre-market teasers, developed a library of striking photo, video, and 3D content, and activated a three-tier influencer strategy to drive traction where people live and share, on TikTok, Instagram, and Facebook. What began as “The Nurri’s Are Coming” teaser campaign quickly grew into a national conversation, sparking curiosity, urgency, and participation. The results speak to the heart of this award. We achieved over 33M impressions, 172K+ interactions, and rapid community growth, all while converting social engagement into real-world trial at Costco. Just as importantly, we treated every comment, question, and fan post as part of the story, responding, resharing, and listening, to create a sense of belonging around a health-driven brand. Nurri’s success proves that design and storytelling in health and wellness extend beyond static graphics, they can fuel real-world change in how people shop, eat, and live. By aligning digital creativity with genuine community-building, QNY Creative helped Nurri become more than a protein shake: it became a movement rooted in health, joy, and connection.

From the original award submission.