Protein snack brand ReFil has appointed indie The Digital Picnic as its lead digital agency, effective immediately.
The Digital Picnic will lead ReFil’s digital and social marketing strategy in Australia, spanning strategy, creative ideation, content creation and performance reporting. The agency has been appointed to build brand awareness and position ReFil as a distinctive new player in the competitive FMCG category.
Rather than following the traditional performance nutrition playbook, ReFil is positioned as a modern protein snack for people seeking convenient nutrition without the “gym bro” stereotypes often associated with the category. Creative direction will draw from fashion and editorial aesthetics, presenting ReFil as an everyday accessory for active lifestyles rather than a product defined by calories or diet culture.
As ReFil enters the market, The Digital Picnic will develop a social presence that builds on consumer engagement while supporting retail growth and supermarket ranging. The agency will implement a creative testing framework to optimise performance, identify the strongest content approaches with Meta Ads building, and amplify ReFil’s brand voice as it scales.
Nicole Coombs, account director at The Digital Picnic, said the opportunity to help launch a challenger brand from the ground up was a compelling one.
“ReFil is entering the market with a genuinely fresh perspective on protein snacking, and that is exactly the kind of brand challenge we love. Every piece of content is an opportunity to learn, refine and build momentum,” said Coombs.
“We’re excited to combine creative thinking with deep testing to develop social content that stands out, builds community and helps introduce more Australians to a protein bar that feels completely different to what is currently on shelf.”
“ReFil is speaking to a modern female consumer who wants nutrition to feel accessible, enjoyable and culturally relevant,” added ReFil sales and marketing director, Julia Clark.
“The Digital Picnic is the right partner for that ambition: its strong female leadership brings a deep understanding of how to create content that resonates with women, while its strategic and performance-led approach will help ReFil build a distinctive voice in a competitive category.”
