# Unconventional Health Food Ads RXBar is the Ultimate B.S. Blocker This New Year By Georgia Wray Norsten | Published 2025-01-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rxbar-ad References: [adage](https://adage.com/article/creativity/creative-ads-today-dunkin-heineken-00-prudential-silk-yahoo/2597351) & [marketingdive](https://www.marketingdive.com/news/rxbar-bs-blocker-truck-new-york-city/736247/)  '[RXBar](https://www.trendhunter.com/trends/we-didnt-work-out-so-lets-workout-somewhere-else)' is making waves this January with its bold '[B.S. Blocker Truck](https://www.trendhunter.com/trends/out-of-travel-bs),' taking on the toxic 'New Year, New You' messaging often associated with the season. This innovative campaign highlights RXBar’s commitment to authenticity and transparency, reflecting the brand’s focus on straightforward, [no-frills ingredients](https://www.trendhunter.com/trends/scotts-protein-ball). On January 3, the B.S. Blocker Truck will tour New York City, literally blocking 'toxic' ads reported by consumers who text a designated number. Whether it’s unrealistic fitness goals or unattainable beauty standards, RXBar is stepping in to shield the public from harmful marketing. The campaign also features a social media initiative encouraging people to share their resolutions to ditch the B.S., earning them discount codes in return. Partnering with social media personality @dudettewithsign and leveraging bold billboard takeovers, RXBar continues to redefine wellness messaging. Image Credit: Kellanova ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 79% | Activity: 78% | Freshness: 34% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Billboards](https://www.trendhunter.com/billboards) ## Key Themes ### What Makes This Trend Stand Out - **Bold Consumer Engagement:** The B.S. Blocker Truck tour exemplifies a shift towards audacious consumer interaction, breaking conventional advertising barriers. - **Authentic Brand Messaging:** RXBar's focus on transparency in wellness advertising underscores a growing demand for genuine messaging in the health food sector. - **Interactive Social Campaigns:** The encouragement of public participation through social media suggests an increasing trend towards involving consumers in brand narratives. ### Sectors Adopting This - **Health and Wellness:** The campaign's emphasis on debunking toxic health and beauty standards opens avenues for innovation in honest and health-focused products. - **Outdoor Advertising:** RXBar's integration of mobile and stationary advertising challenges traditional methods, promoting a transformative use of public spaces. - **Social Media Marketing:** Partnering with influencers for campaign amplification illustrates new possibilities for brands in utilizing digital platforms for authentic outreach. ## Related on Trend Hunter - [Protein Snack-Brand Travel Sweepstakes](https://www.trendhunter.com/trends/out-of-travel-bs.md) - [Breakup Gym Campaigns](https://www.trendhunter.com/trends/we-didnt-work-out-so-lets-workout-somewhere-else.md) - [Motivational AR Packaging](https://www.trendhunter.com/trends/no-bs-motivator-experience.md) - [Feel-Good Craving Campaigns](https://www.trendhunter.com/trends/cravings-im-crushin-it.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md) - [Tasty Nutritious Snack Campaigns](https://www.trendhunter.com/trends/deliciously-satisfying.md) - [Navigational Protein Bars](https://www.trendhunter.com/trends/perfect-bar-impostor.md) - [No-Nonsense Cereal Campaigns](https://www.trendhunter.com/trends/shreddie-for-anything.md) - [Heartfelt Beverage Campaigns](https://www.trendhunter.com/trends/a-real-boost.md)