Mid-Day Squares has retained Dreww to produce its next viral social media video, which will announce a major partnership between the functional chocolate bar brand and an American retailer. With more than 350 locations across the United States, the retailer represents a significant distribution opportunity for Mid-Day Squares, which was previously only available online in the U.S.
Known for building its brand through bold storytelling, social media, and a direct relationship with its audience, Mid-Day Squares wanted to bring this announcement to life in a way that would feel native to the platforms where its community already spends time. The goal is to create a video that captures attention, drives conversation, and helps turn a major retail milestone into a shareable social media moment.
Mid-Day Squares was created when founder Lezlie Karls began looking for a healthier alternative for her husband, who was regularly eating low-quality chocolate bars at lunchtime. After researching the nutritional value of different ingredients, Lezlie developed a chocolate bar recipe that was both delicious and nutritious. When her husband and friends started raving about it, she realized the product had strong potential in the superfood bar market. She then went into business with her husband, Nick Karles, and her brother, Jake. About two years later, the family trio had sold more than one million Mid-Day Squares bars: a functional chocolate bar rich in protein and fibre, designed to satisfy hunger at any time of day.
“It was only fitting that Dreww and Mid-Day Squares work together on this production. We are both companies made up of digital natives who believe in the power of social media and content marketing,” says Andrew Johnson, Founder and CEO of Dreww.
The Mid-Day Squares team entrusted Dreww with bringing its creative vision to life. For this production, Andrew Johnson will serve as executive producer alongside director Jordan Lavery. Jean-Charles Myrand will act as director of photography, while Evan Baird will serve as production manager. Daniel Libman will be the first assistant director and will help ensure the smooth running of the production. This project would also not be possible without the support of Dreww Studio’s official production partner, Grande Studios.
About Mid-Day Squares
Created in Montreal, Quebec, Mid-Day Squares developed the world’s first functional plant-based chocolate bar. Its products are everything a chocolate bar isn’t, and everything a protein bar wishes it was.
About Dreww
Dreww is a full-service digital advertising agency and multidisciplinary production studio. It is a collective of digital natives working together to propel brands online.