OAKBERRY × MUNICIPAL

Brand strategy, partnerships
& lifestyle marketing.

Original+ Bowl campaign · 2026

Making OAKBERRY part of an active lifestyle, one post-workout moment at a time.

Explore the case

My role: Head of Marketing, US

My scope: Brand positioning, product strategy,
partnerships & integrated launch planning

Brand partner: MUNICIPAL

01 / The brief

The campaign filmTastes even better after you move

Making OAKBERRY
part of the routine.

The challenge

The opportunity was to connect OAKBERRY with a specific moment in consumers’ lives: what they choose to eat after a workout. We wanted to give the brand a recognizable occasion of consumption and a natural place within an active lifestyle.

We partnered with MUNICIPAL, the activewear brand co-founded by Mark Wahlberg, to bring that connection to life. The collaboration aligned both brands around movement and the enjoyment that follows it, with OAKBERRY’s flagship bowl at the center of the proposition.

My leadership

I shaped the positioning and consumer occasion for Original+, aligning the product proposition, brand partnership and creative direction around a clear role for OAKBERRY after a workout. Working with the team and our partners, we translated that strategy into campaign content and retail materials.

02 / The strategy

Tastes even better after you move.

We built the campaign around the transition from effort to enjoyment. The final repetition, the end of a run and the pause after a workout became cues for a clear next step: enjoying an OAKBERRY bowl.

That gave the collaboration a clear role in the business: create a reason to choose OAKBERRY after movement and encourage trial within the fitness community.

03 / The work

The product and the lifestyle, in one story.

We evolved our flagship Original Bowl into Original+, adding whey protein to açaí, banana, peanut butter and granola. Its 39g of protein supported the connection with an active routine and gave the campaign a tangible product proposition.

We invited OAKBERRY’s founder to feature in the campaign because his own fitness lifestyle made him a credible expression of the idea.

The hero film captured the shift from the final effort of a workout to the first bite of the bowl. Movement, breathing and product texture carried the story. A limited-edition OAKBERRY × MUNICIPAL hoodie brought both brands into the same everyday setting.

OAKBERRY and MUNICIPAL Original+ bowl styled with fitness equipment — **Original+**The flagship bowl, with added whey protein

Close-up layers of banana, açaí, peanut butter, granola and whey protein — **The ingredients**Açaí, banana, peanut butter, granola & whey

Back view of the co-branded OAKBERRY and MUNICIPAL hoodie in a gym — **The collaboration hoodie**A shared identity beyond the bowl

04 / The rollout

One occasion, across content and retail.

Teaser content, the hero film and short product and merchandise edits gave the campaign several social formats. Photography and table-tent artwork brought the same message into the product and retail experience.

The wider launch plan connected this content with paid media and email. Creator seeding was designed around a co-branded hoodie, gift card and personal note, inviting relevant community voices to experience the collaboration and share it in their own style.

The teaserBuilding anticipation

The product filmOriginal+ in the workout setting

The lifestyle in actionThe collaboration beyond the workout

Original+ campaign table tent with 39 grams of protein and ingredients — **In-store visibility**The product proposition at the point of choice

05 / The impact

A clear occasion for an established favorite.

Original+ gave our flagship bowl a proposition built around an active lifestyle. The collaboration connected a familiar product with a specific moment in the day and a partner whose identity reinforced that connection.

The strategic value was giving consumers a clear cue for choosing OAKBERRY, while bringing our product, brand story and growing protein offering into one shared experience.