REFIL APPOINTS THE DIGITAL PICNIC AS LEAD DIGITAL AGENCY

Emerging protein snack brand ReFil has appointed independent full-service digital marketing agency The Digital Picnic as its lead digital agency in Australia. The partnership will focus on building brand awareness and positioning ReFil as a modern, culturally relevant alternative in the competitive FMCG category, with creative direction inspired by fashion and editorial aesthetics.  

ReFil, the emerging protein snack brand, has appointed independent full-service digital marketing agency The Digital Picnic as its lead digital agency, effective immediately. The appointment signals a bold move for ReFil as it seeks to establish itself in Australia’s competitive FMCG landscape, with The Digital Picnic tasked with leading digital and social marketing strategy across creative ideation, content creation and performance reporting.  

The agency’s remit is to build brand awareness and position ReFil as a distinctive new player in the protein snack category. Rather than following the traditional performance nutrition playbook, ReFil is deliberately distancing itself from the “gym bro” stereotypes often associated with protein products. Instead, the brand is being presented as a modern accessory for active lifestyles, drawing inspiration from fashion and editorial aesthetics. This creative direction aims to make protein snacking feel accessible, stylish and culturally relevant, appealing to consumers who want convenient nutrition without the baggage of diet culture.  

As ReFil enters the market, The Digital Picnic will focus on developing a social presence that not only engages consumers but also supports retail growth and supermarket ranging. A creative testing framework will be implemented to optimise performance, with Meta Ads used to identify the strongest content approaches. The agency’s strategy is designed to amplify ReFil’s brand voice as it scales, ensuring the brand resonates with audiences while carving out a distinctive space on shelf.  

Nicole Coombs, Account Director at The Digital Picnic, described the opportunity to help launch a challenger brand from the ground up as compelling. “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. 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.”  

Julia Clark, ReFil’s Sales & Marketing Director, emphasised the brand’s focus on speaking to a modern female consumer. “ReFil is speaking to a modern female consumer who wants nutrition to feel accessible, enjoyable and culturally relevant. 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.”  

The partnership marks a significant step for ReFil as it seeks to redefine protein snacking in Australia. By combining fashion-inspired creative with performance-led digital strategy, the brand is positioning itself as a fresh alternative in a crowded market, aiming to connect with consumers who value both nutrition and cultural relevance.