Hello, Fit Joy.

Hi. I’m Jim Morrissey a Creative Director who helps grow brands profits and popularity.
I’m a fan of your pretzels and crackers (We are a GF household 7 years strong) and I think you’re sitting
on a HUGE untapped market - I’d love to share some ideas on how to capture your market share.

I have two strategic platforms I want to share you with - and creative concepts to bring it to life.

Platform One

Let’s get back to our roots. The $24 billion U.S. Sports Nutrition market. We offer clean snacks which is perfect for the body-building bros. Who need something during their cheat days.

But wait, Fit Joy is so good - what if it works too well?

Gains. Not Grains.

Cheat on your cheat day. 

Let’s go heavy in the lifestyle and fitness industry. Let’s tap into a known issue everyone has. Their cheat day. But seeing how Fit Joy is so clean, so healthy - it’s almost their dirty secret that they have to come clean and admit ‘I cheat on my cheat day.’

We can start this out with video content that is targeted on CTV. Then, we go in and partner with influencers to admit that, yes, even they cheat on their cheat day.

Bodybuilders Influencers

Eric Janicki (@ericjanicki, 1.2M IG) – Bodybuilder known for diet breakdowns.

Will Tennyson (@willtenny, 1.5M YouTube, 400K IG) – Does viral cheat-day challenges.

2.CrossFit Athletes & Functional Fitness Coaches

Noah Ohlsen (@nohlsen, 700K IG) – CrossFit Games competitor, very brand-friendly.

Kari Pearce (@karipearcecrossfit, 600K IG) – Strength athlete + fitness coach.

Keto, Low-Carb & Clean Eating Coaches

Thomas DeLauer (@thomasdelauer, 3M YouTube, 500K IG) – Keto expert & trainer.

Dr. Layne Norton (@biolayne, 400K IG, 200K YouTube) – Science-based nutrition & training.

Platform Two

These days, everyone wants their products in the hands of Moms everywhere. But what if we were more selective? We didn’t just want any Mom? We want the Moms who will She’s not just a ‘mom’. She knows what she wants for her kids. And what she doesn’t want. And she leave no stone unturned to get it right for her family.

What a Mother

Alpha Female

Here, we’d create a series of video content that brings the brand positioning to life - all that Moms go through to bring the best to their pack. Why? Because she’s the Alpha Female. We see her fighting off bears, foraging in the woods, and bringing back the best cuts for her pack - when she shows up to the cave we reveal she’s coming home to her ‘human’ family.