Today’s women are moving through life with ambition, instinct, humor, and momentum. They show up differently in every moment, moving fluidly between responsibility, adventure, and spontaneity without being defined by any one role. There are many sides of her nature.
That unstoppable nature is the insight and inspiration behind Chomps’ new national campaign, ‘For All Sides of Her Nature,’ from creative agency nice&frank, debuting today Friday, July 31.
The campaign celebrates the women helping shape modern protein culture, not by optimizing for one narrow version of wellness, but by using protein to fuel fuller, more dynamic lives. Through three films inspired by the visual language of nature documentaries, For All Sides of Her Nature observes women navigating everyday moments with instinct, resourcefulness, determination, and humor.
The work builds on Chomps’ ‘Take Bigger Bites’ platform, celebrating what Chomps helps make possible: more confidence, momentum and freedom to embrace every side of life.
The media buy will feature high-impact placements around marquee cultural and sports moments; including NFL games, the NBA Black Friday game, Dancing with the Stars, and Amazon’s Black Friday event, while reaching audiences across leading streaming and linear networks like Amazon Prime Video, Hulu, Peacock, Disney+, ESPN, CBS, Bravo, TNT, and more.
As protein continues to dominate grocery, wellness, and cultural conversations with the top 3 fastest growing brands being protein-based*, women are increasingly driving demand, seeking convenient, high-quality protein that supports active, multidimensional lifestyles.
Stacey Hartnett, SVP of Marketing, Chomps:
“Women are helping drive the growth of protein because it supports the way they are already living full, active lives that move constantly between ambition, adventure, responsibility, and spontaneity. Protein has become an essential part of how they fuel themselves and those around them, and we saw an opportunity to celebrate the full range of who they already are and the many ways strength shows up in their lives. ‘For All Sides of Her Nature’ reflects the instinct, confidence, and momentum we see in the women driving our brand forward and the role Chomps can play in making one choice in a full day feel a little easier. It is the next expression of ‘Take Bigger Bites:’ an invitation to embrace every side of yourself and keep moving toward what’s next.”
Chelsea Lee, Senior Art Director, nice&frank:
“We were inspired by the instinctive, powerful, and often surprising ways women move through the world. The nature documentary format gave us a playful way to observe those moments with curiosity and admiration, elevating everyday behaviors into something bold, cinematic, and worth celebrating. Rather than define each woman by a single role, we wanted to show characters who feel layered, capable and unpredictable, because that is what makes them so compelling.”
Reilly Schlitt, Associate Creative Director, nice&frank:
“The documentary-style narration made our stories feel more real. Documentaries don’t force a narrative: they observe what’s already there. So, the creative goal became representing daily moments with the same reverence you’d see in your favorite documentary. Plus, leaning into the genre allowed us to have a sense of humor, while still celebrating all the different roles women naturally take on.”
*Data source: SPINS, Total US-MULO, L52 WE 7/12/26, Absolute $ Chg
