Magic Spoon makes high-protein, keto-friendly cereal in nostalgic flavors — 13g protein, 4g net carbs, zero sugar per bowl.
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See all ads on AdLibrary →Magic Spoon launched in 2019 to reinvent sugary childhood cereals with high-protein, low-carb nutrition. Founded by Gabi Lewis and Greg Sewitz (also behind Exo protein bars), the brand raised $85M and expanded from DTC-only into Target and Whole Foods while keeping a strong subscription base. Also searched as Magic.
Magic Spoon's paid strategy is built on nostalgia meets nutrition — ads consistently show the colorful cereal alongside childhood memory triggers while the copy leads with macro stats. Their Facebook and Instagram creative tests dozens of static and video variants anchored around the '0g sugar / 13g protein' hook. Podcast advertising (Huberman Lab, Joe Rogan) drove early DTC spikes, and influencer seeding in the fitness and keto communities generated organic UGC that fed their paid funnel. Browse Magic Spoon ads on AdLibrary.
Facebook and Instagram are Magic Spoon's primary paid channels. Their ad library shows a high volume of product-first creative — cereal bowls styled like candy, comparison callouts vs. sugary legacy brands, and subscription bundle offers. Retargeting creatives lean on social proof (press mentions from Forbes, People) and limited-time flavor drops to create urgency. Instagram Stories and Reels are used for influencer repurposing. Average ad copy is short, punchy, and macro-forward.
Core copy themes: (1) 'Eat like a kid, fuel like an adult' nostalgia frame; (2) direct macro callouts — '13g protein, 0g sugar'; (3) flavor newness announcements; (4) subscription savings angle ('Save 15% on every box'). Visually, ads lean on bright saturated colors mirroring legacy cereal brand aesthetics. Before/after nutritional comparison tables vs. Froot Loops appear frequently in static ads. Seasonal limited-edition flavors reliably generate high-engagement campaigns.
Magic Spoon proved that nostalgia is a powerful DTC lever when paired with a credible nutritional upgrade story. Their test-and-scale approach on Facebook — running 50+ creative variants simultaneously — is a masterclass in paid social iteration. The podcast-first awareness strategy (pre Meta dependence) seeded a highly loyal customer base before scaling paid. The move into retail (Target, Whole Foods) shows how DTC brands can use online data to de-risk physical placement decisions.
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