DTC870 - David Protein Brand Breakdown

Good morning,

Another Friday, another brand breakdown! 

This week, we’re taking a look at David Protein. 

Founded by Peter Rahal (RXBAR) and Zach Ranen, the protein bar company is off to an incredible start. 

With a premium product and bold brand story, they’re already pacing toward $100M in year-one sales—a rare feat in the DTC world.

Keep scrolling to learn more. 

Here’s what you’ll find in today’s DTC:

💪 David Protein’s A+ Meta Ads
We take a peek at the protein bar brand’s ad strategy.

🚨 Daily Tariff Update
The end of de minimis for all countries. 

You’re reading this newsletter along with new subscribers from: Vortexa, Arxada, and Fundo. 👋

🚀 Agency Owners: Scaling Gets Harder at the Top

Hiring. Retention. Evolving services. Client chaos. Margin pressure.

As you scale, the challenges don’t go away; they compound. And fewer people understand what you're up against.

Agency is a private, curated community where 7, 8, and 9-figure agency leaders connect, collaborate, and grow — together.

Inside Agency, you'll get access to:

✅ Founder Circles — Hand-picked groups of 6–8 non-competing founders. NDA-backed.
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✅ Operator-Led Sessions — AMAs and roundtables with founders who’ve scaled, exited, and reinvested.
✅ Full Transparency — From pricing and team structure to M&A and client conflicts.
✅ A True Peer Network — Not a Slack group. A vetted room of people building at your level.

If you’re ready to scale with more clarity and fewer blind spots:

💪 David Protein’s Ads Are Punching Above Their Weight

We asked the Pilothouse team to analyze a few of David Protein’s recent Meta ads to highlight what’s working, what’s worth testing, and how smart optimization could help fuel the next phase of scale.

1️⃣ Static Ad #1: Post-it Ads with TikTok Overlays 

These scrappy, post-it style ads just work. 

They're visually simple but disarmingly effective, especially when paired with TikTok-style text overlays.

The contrast between David’s elevated brand aesthetic and the hand-drawn, low-fi design creates just the right amount of visual tension to stop the scroll.

The ad copy reinforces the same key USPs found on the sticky note, and the “Now in Canada” messaging feels timely and localized.

Pilothouse Tip:

✅ Test a video variant. Try building on this format with a short video. For example, POV-style footage of someone unwrapping or tasting the bar could add depth for new customers.

Especially in the consumable space, seeing and experiencing the product through motion builds trust and appetite.

2️⃣ Static Ad #2: Instagram Reminder Ads

Pilothouse has seen these Instagram Reminder-style ads appear online and has also tested them across client accounts. 

But performance wise? To be honest, the results haven’t been great. 

While this ad style does a good job of looking like native content, it most likely won’t meet your conversion goals.

Pilothouse Tip:

✅ Be trend-selective. While it’s tempting to jump on trending formats, not every ad style fits every brand or every product.

Before jumping on the next format, ask: Does this amplify our brand’s positioning? 

If not, skip it. Consistency builds brand equity faster than trend-chasing ever will.

1️⃣ Video Ad #1: Lifestyle Focused CGC

This creator-generated content video featuring a male creator is a standout ad! 👏

He nails the tone—approachable, informed, authentic—and subtly walks through different use cases for the protein bar: commuting, working from home, heading to the beach. 

He reinforces the product’s USPs naturally, while cycling through multiple flavors and high-utility shots.

More importantly, this type of execution shows David Protein is thinking strategically: multiple creators, repeating strong angles across formats.

Pilothouse Tip:

✅ Scale what works. Once a high-performing angle is found, expand it across UGC, static, motion, and longer-form. 

That repetition (without creative fatigue) is what powers consistent scale.

2️⃣ Video Ad #2: Product Education

Here’s another strong ad that compares five familiar foods (pizza, chips, chocolate, peanut butter, and the protein bar) to illustrate that while the calories are the same, David Protein delivers 4x the protein.

It’s simple. Visually compelling. Highly educational. 

The creator hits USPs before the 10-second mark and uses overlays and  emojis to drive the message home.

Pilothouse Tip:

✅ Lead with the hook. On Meta, your first 3–5 seconds make or break the scroll. 

Whether it’s a surprising stat, visual contrast, or emotional trigger, build your hook with intention.

Also, consider incorporating storyboards into your UGC briefs to align messaging and performance goals early in the creative process.

Conclusion

David Protein’s Meta ad account is off to a very good start.

The creative feels strong. And the creators they’re working with are convincing. 

That said, the next level of scale often requires more than just good content. It takes:

• Systematic A/B testing across hooks, creators, and formats
• Rigorous message matching across the funnel
• Tactical channel-by-channel creative development based on media efficiency
  

Do you have a brand you’d love to see represented in the Brand Breakdown series? Reply to this email and let us know!

📦 Your Daily Tariff Check-In

Whether it’s a minor tweak or a major shift, we’ll keep you posted on the latest tariff changes—so you’re always in the know. 

July 31, 2025 update:

• Trump Ends De Minimis Exemption For All Countries
  
  • President Trump signed an executive order this week ending the de minimis trade loophole for low-value packages shipped from all countries. This will take effect starting Aug 29.
    
  • Back in May, Trump suspended this loophole for shipments from China and Hong Kong.

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Have you heard our latest podcasts?

• 💰 TWBERP 44: Stock The Pond, Fill The Funnel, Make Money
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

Please note that items in this newsletter marked with * contain sponsored content.