I am obsessed with this brand, Midday Squares, and confession – I only JUST ordered their product. 

How can it be that I am obsessed with a brand for the better part of a year…and only just became a customer?

It’s because they are marketing geniuses.

Actually, correction…they are storytelling geniuses.

Cliff Notes: they are a plant-based functional chocolate brand based out of Canada.



Think energy bar but plants and chocolate but better for you.  

The industry vertical they are in is several hundred billion dollars and massively competitive. 

They are effectively competing against the Hersheys but also the Cliff Bars but kind of not so GAHHHHH.

I have yet to see anyone in the product space (service-based businesses are a touch different) utilize the power of storytelling marketing as effectively as they have. 

Let’s break down what they do based on my own analysis and MOST IMPORTANTLY…

Let’s see how you can apply the same principles to your brand.

1. Founder-centric Content:

The founders are in almost every single video they post…and they are a product?! So what gives?



Most products go the opposite route. 

They lean with “product-first” but the founders speak directly to us through the camera, show us their lives, behind-the-scenes and all that is going down. 

I am IN FOR THE DRAMA. 

Oh and now I am receptive to learning about their product.

2. They bare ALL their struggles

Two of the founders are married & guess what business and family mixed is HARD.

They have a small footprint in their verticals so it’s constant uphill. 

Mental health issues from burn-out. 

Wanting to quit. 

Bad business decisions (I was INTO the machine purchase that went bust and cost millions). 

Founder Therapy (they all do therapy together). 

I am so vested in this business and their success because I SEE how hard they work. 

I SEE how much they are struggling. 

And guess who I see in all of them..myself. 

Because I don’t run a chocolate company but I feel all of their struggles too so I am rooting for them.  

Most businesses and founders do NOT do this. 

3. Inject fun & playful tone

Not every product can go this route, but MOST probably can…and choose not to.

 
When you go into your marketing with this as the leading vibe, even the hard stuff becomes relatable. 

The videos, the captions, the personalities…everyone looks like they are having fun and… 

I want to be a part of this chaos ride. Sign. Me. Up. 

4. Interact with customers (and “to-be” customers)

This is not the first time I have talked about this brand and a few months back I shared a video to my feed and guess who was in my DMs that week…one of the founders thanking me for sharing their video. 

WHATTTTTTTTT??????

I nearly died. 

Is this time-consuming and probably tedious? YES.

 
But does it spawn super fans? YES.  

Oh, and there is also THIS voice message they left me…

5.Storytelling is wrapped in 95% of their squares

Would you even know they are a product food brand looking at these 9 squares?

NOPE. 

It’s amazing.

Yet they sell out of almost every new flavor they introduce (Cookie Dough was the most recent flavor). 

This brand GETS IT. 

When you wrap your marketing in STORIES, you can sell anything. 

I am so vested in them. In the brand. In their future. 

Notice I did not say “their chocolate squares”. 

Because honestly, they could pivot to hoodies and I’d be “SIGN.ME.UP.”

This is the power of storytelling. 

This is the power of effective storytelling. 

This is the power of vulnerability in its truest sense.

Please, for the love of all our feeds. 
Take a page from their book so we don’t have to suffer with the same boring, vanilla, cliche content.

Who else is a MIDDAY FAN GIRL!?!?