# Retro Protein Supplement Campaigns The MET-Rx Level Up Campaign Stars John Cena By Michael Hemsworth | Published 2026-03-12 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/metrx-level-up-campaign References: [stupiddope](https://stupiddope.com/2026/03/met-rx-level-up-campaign-with-john-cena-revives-the-brands-performance-legacy/) & [metrx](https://metrx.com/)  The MET-Rx Level Up campaign has been debuted as a new initiative starring John Cena that takes a retro inspiration to capture the attention of Gen Z and Millennial consumers alike. The campaign puts the brand's signature [Big 100](https://www.trendhunter.com/trends/metrx-big-100) bar with its 100-gram weight that offers 30-grams of protein to position it as a [great protein-rich snack](https://www.trendhunter.com/trends/creatine-protein-bar), but also a meal substitute when needed. The campaign was created through a partnership with the U.N.N.A.M.E.D. creative agency and will come as quite recognizable to consumers who grew up in the 90s or who have a penchant for old-school imagery. The backdrop comes as a 90s-era video game and sees Cena positioned in the environment where the Big 100 bar gives him a power-up to progress. The MET-Rx Level Up campaign is live now and leverages the brand's heritage to set it apart from the competition. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 45% | Activity: 38% | Freshness: 66% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Retro Nostalgia Marketing:** Reviving 90s visual and cultural cues creates pathways for brands to differentiate through emotionally resonant, heritage-led product narratives that reconnect lapsed buyers and attract younger demographics. - **Celebrity-driven Product Positioning:** High-profile talent associations transform product credibility and extend reach across fan communities, enabling premium price points and cross-category brand extensions. - **Protein-as-meal Substitutes:** Framing protein bars as full-meal replacements opens opportunities for reformulated nutrition profiles and subscription delivery models that compete with traditional convenience meals. ### Where This Applies - **Packaged Nutrition Bars:** Reimagining bar formats, portioning, and labeling to emphasize meal equivalence and nostalgia-inspired design can disrupt shelf positioning and retail assortment strategies. - **Advertising and Creative Agencies:** Specialized agencies that blend retro aesthetics, celebrity casting, and gaming mechanics offer novel campaign architectures that shift media buy priorities toward cultural storytelling. - **Gaming-influenced Consumer Goods:** Products integrating gamified packaging, AR power-up experiences, or progress-driven loyalty systems have the potential to redefine engagement metrics and lifetime customer value. ## Related on Trend Hunter - [Smart Glasses-Compatible Ads](https://www.trendhunter.com/trends/rayban-meta-smart-glasses.md) - [Collaborative Cereal Creatine Supplements](https://www.trendhunter.com/trends/kelloggs-stack.md) - [Heroic Protein Commercials](https://www.trendhunter.com/trends/the-big-hill.md) - [Boxing Champion-Supported Supplement Lines](https://www.trendhunter.com/trends/floyd-mayweather.md) - [Indulgent Protein Menus](https://www.trendhunter.com/trends/premier-protein-x-milk-bar.md) - [Fitness-Approved Nutritional Supplements](https://www.trendhunter.com/trends/rep-fitness.md) - [Protein-Based New Year Collabs](https://www.trendhunter.com/trends/premier-protein-x-michelle-buteau.md) - [Private-Label Protein Ranges](https://www.trendhunter.com/trends/kroger-simple-truth-protein.md) - [Alternative New Year Celebrations](https://www.trendhunter.com/trends/michelle-buteau.md)