Mid-Day Squares crafts functional chocolate bars that are certified organic, vegan, and packed with plant protein to conquer afternoon cravings.
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See all ads on AdLibrary →Mid-Day Squares was founded in 2018 in Montreal by siblings Jake and Lezlie Karls and Nick Saltarelli (Lezlie's husband). The brand sells chocolate protein bars and built its audience by filming the real challenges of building a food company on TikTok and Instagram, creating a cult following that preceded traditional paid ad investment. Also searched as Mid-Day.
Mid-Day Squares' paid strategy amplifies organic content that already went viral. The co-founders' unfiltered factory and business-building content creates a parasocial relationship that makes every product ad feel like a recommendation from a friend. Facebook and Instagram paid budgets scale what organic already validated. See their ads at AdLibrary.
Instagram Reels and TikTok are the primary organic growth channels; Facebook and Instagram paid ads then retarget engaged viewers with product purchase creative. The brand's most effective paid content repurposes the founder documentary style — showing real production problems, product iterations, and team moments — rather than polished CPG creative.
Core themes: 'we're building this in public,' real chocolate with real protein, behind-the-scenes authenticity, and the co-founder love story. Direct calls-to-action are short and conversational — the founders' voice, not a brand manager's.
Mid-Day Squares is a master class in building a paid media base through organic content — the TikTok audience provides a massive warm retargeting pool that makes paid acquisition dramatically more efficient. Transparency about the hard parts of building a food brand is counterintuitively more persuasive than polished product ads.
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