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Independent creative agency Curiosity has been appointed as the agency of record (AOR) for high-growth ready-to-drink (RTD) protein brand Nurri. The selection follows a multi-agency review process that reportedly prioritised capabilities and chemistry over traditional speculative work.

The partnership kicks off immediately with the launch of Nurri’s inaugural advertising campaign, titled "Shake Ya Can."

Waking Up a 'Sleeping' Category

The appointment comes as Nurri seeks to capitalise on its explosive market entry. Since launching in 2024, the brand has been named Instacart's fastest-growing brand, securing distribution at major retailers including Costco, Sam's Club, Walmart, and Amazon.

Curiosity’s mandate is to establish a distinct brand personality in a category often defined by clinical or hyper-masculine codes. The "Shake Ya Can" creative platform aims to inject joy into the consumption moment, featuring an eclectic cast of diner patrons and staff dancing while fuelling up.

Ashley Walters, Chief Marketing Officer and Partner at Curiosity, commented on the strategic direction: "Protein is having a cultural moment, but the ready-to-drink category is still asleep. Nurri has the ambition and courage to be a category leader, and we're excited to help lead the brand through its next phase of high growth."

Creative Execution

The debut spot was directed by Daniel Russell of production company ArtClass. The creative draws on music-video aesthetics to create a high-energy, irreverent commercial designed to "push the line" of traditional CPG advertising.

Daniel Russell shared his perspective on the brief:

Agency Growth

For Curiosity, the Nurri win represents a significant expansion of its client roster, with the protein brand now ranking as one of the agency's largest accounts.