Modern life is a contact sport. Wrestling a tent into submission before sundown, surviving a seven-year-old’s birthday party, walking into your boss’s office to ask for more money — none of it happens in a stadium, and all of it takes nerve. That premise is the spine of “Feed Your Athlete,” the new masterbrand platform Zambezi built for Quest Nutrition, which debuted Thursday night during Thursday Night Football.
A masterbrand idea, not a flight of ads
Quest brought Zambezi on after a competitive pitch, and the brief was wider than a campaign. The independent, women-owned agency — with offices in Los Angeles and Minneapolis — was asked to engineer an idea that could carry the whole portfolio for years, in a category filling up fast with protein claims.
“As the category becomes more saturated, it’s more important than ever to be clear about what makes Quest different,” said Emily Johnston, SVP Quest Marketing. “The Brand has spent years building products that fuel consumers and combine high-quality protein and fiber with great taste, while minimizing sugar.”
That nutritional philosophy became the foundation. Performing at your best, the platform argues, isn’t reserved for elite athletes — it’s something people chase on an ordinary Tuesday.
90 days from pitch win to primetime
The first film, “Quest ‘Feed Your Athlete’ Stacks Bar,” aired three months after the partnership was signed. The rest of the spots begin rolling out Thursday, Sept. 24, across broadcast, digital and social.
“Pitching for Quest was an incredible opportunity to redefine how a powerhouse active nutrition brand communicates,” said Laura Stayt, President at Zambezi. “Turning this strategic framework into a fully realized, multi-touchpoint launch in just ninety days proves what’s possible when agency and brand teams operate with total alignment.”
Meet the Performance Maxxers
The three :30 spots skip the sweat-and-slow-motion playbook entirely. Instead they follow what the campaign calls “Performance Maxxers” — people treating domestic chaos like a fourth-quarter drive.
Shannon holds her own against a set of rebellious tent poles. Laurie, a mom, glides through a kid’s birthday party like she’s done it a hundred times. Chris, an ambitious accountant, hypes himself up before asking for a raise.
Each one channels an inner coach, fueled by Quest Taco Protein Chips, the Quest Cinnamon Brown Sugar Stacks Protein Bar and the Quest Cookies & Cream Protein Bar. The comedy does the work the montage usually does.
Off the screen and onto Randall’s Island
“Feed Your Athlete” extends past paid media into cultural partnerships. Quest has signed on as a sponsor of The Roommates Show Block Party, the sold-out season finale live recording from the sports and culture show hosted by Jalen Brunson and Josh Hart, happening at Randall’s Island on Sept. 24.
Two more films arrive later this year to complete the initial five-part campaign. Quest, part of Denver-based The Simply Good Foods Company (Nasdaq: SMPL), is betting the drive to rise to the occasion belongs to everyone — jersey or no jersey.
Zambezi, a three-time Ad Age Small Agency of the Year winner including 2026, also counts TaylorMade, Traeger Grills, The Honest Company and the NFL among its clients. This one asks a simpler question: what’s the hardest thing you’ll do today, and did you eat first?
Learn more
Zambezi
Laura Stayt LinkedIn
Zambezi LinkedIn
Quest Nutrition
Emily Johnston LinkedIn
Quest Nutrition LinkedIn
- About the Author
- Latest Posts
