Loved by many across the globe, The Cult wanted to reaffirm these iconic granola bars as everybody's go-to snack,not just the gym junkies. So, The Cult looked beyond the usual suspect of health and fitness creators, and engaged creators from different niches too. For the former, The Cult got them to incoporate the granola bars into their everyday fitness content, framing the bars as the perfect healthy snack. For the latter, The Cult allowed the creators more creative freedom, birthing super cool content such as silent reviews and outfits inspired by the granola bars.