Independent full-service digital marketing agency The Digital Picnic has been appointed lead digital agency for emerging protein snack brand ReFil in Australia. The agency will oversee the brand’s digital and social marketing strategy as ReFil enters the market.
The appointment covers strategy, creative ideation, content creation and performance reporting. The Digital Picnic has been tasked with building brand awareness and positioning ReFil within the FMCG category.
According to the release, ReFil is positioned as a protein snack for consumers seeking convenient nutrition without the “gym bro” stereotypes associated with the category. The creative direction will draw from fashion and editorial aesthetics, presenting the brand as an everyday accessory for active lifestyles rather than a product defined by calories or diet culture.
As part of the engagement, The Digital Picnic will develop ReFil’s social presence to support consumer engagement, retail growth and supermarket ranging. The agency will also implement a creative testing framework to optimize performance, identify effective content approaches through Meta Ads, and develop the brand’s social voice as it expands.
“ReFil is entering the market with a genuinely fresh perspective on protein snacking, and that is exactly the kind of brand challenge we love,” said Nicole Coombs, Account Director, The Digital Picnic.
“Every piece of content is an opportunity to learn, refine and build momentum. We’re excited to combine creative thinking with deep testing to develop social content that stands out, builds community and helps introduce more Australians to a protein bar that feels completely different to what is currently on shelf.”
“ReFil is speaking to a modern female consumer who wants nutrition to feel accessible, enjoyable and culturally relevant,” said Julia Clark, Sales & Marketing Director, ReFil.
“The Digital Picnic is the right partner for that ambition: its strong female leadership brings a deep understanding of how to create content that resonates with women, while its strategic and performance-led approach will help ReFil build a distinctive voice in a competitive category.”
