Content Creator Brief · April 2026
Rebel
Against
Traditional
Snacking.
"Lift Each Other Up. Eat Real Chocolate. Fuel What You Actually Do."
Section 01 · Foundation
"Rebel against
traditional snacking."
traditional snacking."
DEFI Snacks is a female-founded, fitness-loving, foodie-led rebellion against the snack aisle.
01
Foundation
The Big Idea
We are the snack for the woman — and man — who refuses two lies the snack aisle keeps trying to sell: that you have to choose between taste and feeling good, and that thin-at-any-cost is the same thing as healthy.
This brief is for creators who already live this. Active. Busy. Strong. Skeptical of fake sugars and fake claims. Believers that you can have a real piece of chocolate, feel full from real protein and real fiber, and still crush your 6 AM class — because quality ingredients earn moderation; deprivation does not.
"DEFI is more than a snack. We donate a portion of profits to women-run businesses. We rise by lifting each other up. The creators we partner with are the loudest, smartest voices for that mission."
Our Brand Voice — Use This, Not That
| Use This | Not That |
|---|---|
| Edgy — uplifting. We color outside the lines. | Shocking for shock's sake. Vulgar for clicks. |
| Provocative — bold. We say what other brands won't. | Mean. Bullying. Tearing down competitor customers. |
| Strong — confident. We lift ourselves by lifting others. | Pushy. Shamey. "Guilty pleasure" language. |
02
Who We Are
Brand Snapshot
| Attribute | Detail |
|---|---|
| Brand | DEFI Snacks — Delicious Energizing Fitness Indulgence |
| Tagline | DEFI Snacking Everywhere. Rebel Against Traditional Snacking. |
| Founder | Tatyana Jones — ex-Mars Chocolate, NYU Stern MBA, mom of a 5-year-old boy and 7-year-old girl, fitness-loving foodie |
| Core Product | Crispy superfood chocolate bites. 25g+ protein per bag (6–7g per 2-piece serving). Single-origin non-GMO chocolate, sprouted organic buckwheat, whey + casein protein. Gluten-free. Grain-free. Clean label. |
| Flavors (4) | Dark Chocolate · Dark Chocolate Pink Himalayan Salt · Milk Chocolate · Milk Chocolate Peanut Butter Crunch |
| Price | $14.99 / bag |
| Brand Archetype | Outlaw with a hint of Hero. Counter-cultural, edgy in an uplifting way. |
| Voice | Edgy (uplifting) · Provocative (bold, not vulgar) · Strong (confident, not forceful) |
| Audience | Gen Z + Millennial. ~60% female, ~40% male. Active, fitness-oriented, foodie, clean-label-curious. |
Mission
With every bag sold, DEFI Snacks LLC donates a % of profits to a fund awarded to a woman-owned business that defies the odds — just like us. Less than 2% of funding raised went to female-founded startups. Buying DEFI — and creating for DEFI — is part of changing that.
Press
Winner of the Food & Beverage Magazine's Editor's Top Pick: 2025 Products to Watch. Featured on Good Morning America and across 200+ news outlets nationwide.
03
The Goal
Campaign Objective
Position DEFI Snacks as the clean-label, female-founded protein chocolate brand for the active Gen Z and Millennial consumer — and make sure that audience can articulate, in their own words, why fake-sugar competitors are not the answer.
What Success Looks Like
- Audience can name DEFI as a real-chocolate, real-protein, real-clean alternative.
- Audience associates DEFI with female empowerment — not just "another protein snack."
- Earned engagement: saves, shares, comments asking "where do I buy this."
- Trackable conversion via custom code / link. Redemption signals real audience fit, not just reach.
04
Who We Want
The Creator We're Looking For
We are not casting on follower count. We are casting on credibility with the audience we want.
The Fit
- Active and fitness-oriented. Lifts, runs, CrossFit, yoga, hyrox, hot pilates, Peloton, climbing, ski/board — something they actually do, not just post.
- Believes health = fitness + real food. Skeptical of fake sugar and ultra-processed "health" foods.
- Reads labels on camera. Knows the difference between sucralose and stevia — and isn't shy about it.
- Already creates around food, fitness, female founders, working motherhood, or modern wellness.
- Speaks Gen Z + Millennial native: voiceover-led, real lighting, real life, no AI voice clones.
- Wants their followers — and their daughters, sisters, friends — to grow up knowing strong is beautiful.
The Vibe
Badass. Busy. Bold. Smart enough to call out diet-culture nonsense and warm enough to lift other women up. They get the joke and they make the joke. They are not afraid to name what is broken in the snack aisle.
Hard Nos
- Anyone whose recent grid contains body-shaming, diet-culture language, or attacks on individual people.
- Anyone simultaneously promoting fake-sugar protein bars / cookies / shakes that directly contradict our position. No exclusivity required — but no concurrent overlap with sucralose-heavy direct competitors during the campaign window.
- Anyone using AI-generated voiceover or stock-style B-roll. We want REAL.
05
The Audience
Who We're Talking To
Our audience is Gen Z and Millennial. Roughly 60% female, 40% male. Active, label-reading, foodie, busy — and tired of being lied to by the protein aisle.
| They Are | They Are Not |
|---|---|
| Gen Z + Millennial. Mostly 25–40. Urban / suburban mix. | Boomers, gym-skeptics, people hunting the lowest-calorie option at any cost. |
| Active. Lifting, running, CrossFit, yoga, Peloton, hot pilates, hyrox. | Sedentary. "Fit" as an aesthetic, not a practice. |
| Believe health = fitness + real food. Read labels. | Believe "healthy" = sugar-free at any cost (sucralose, ace-K, allulose blends, etc.). |
| Foodies. Care about taste. Will not eat something that tastes like punishment. | Diet-culture loyalists. "If it tastes good it must be bad." |
| Want community. Lift each other up. Buy from women-led brands they believe in. | Tear-down culture. Gotcha content. Mean-girl energy. |
| Busy. Need on-the-go fuel that doesn't lie to them. | Hours to count every macro. We respect their time. |
06
Content Strategy
Three Content Pillars
Every piece of content should sit clearly inside one — and only one — of these three pillars. Pick the angle most authentic to you and lean all the way in.
01
Reject Fake Ingredients.
Reject Toxic Diet Culture.
Reject Toxic Diet Culture.
"Quality ingredients earn moderation. Deprivation does not."
The 5–10-year-old playbook of "thinness at any cost," fake-sugar candy, and "free-from"-everything was a scam. Some brands are still selling it. DEFI is not.
Talking Points
- Real chocolate + real protein + real fiber = you eat 1–2 pieces and stop. Not because you forced yourself — because you're actually full.
- Sucralose, ace-K, sugar alcohols, and "natural flavors" as a mystery dump are not clean. We don't use them.
- "Guilt-free" is a diet-culture phrase. There is no guilt. It's a snack.
- Compare and contrast on camera — read the back of a fake-sugar competitor next to DEFI.
Hook Starters
"The ingredient deck on this viral protein cookie made me put it down. Here's why."
"I used to think 'zero sugar' meant clean. Then I learned what 'natural flavors' actually means."
"If you have to put 14 ingredients in a snack to fake the taste of chocolate, you don't have chocolate."
02
Female-Founded. Bold.
Rebellious. Rising by Lifting.
Rebellious. Rising by Lifting.
DEFI is female-founded and donates a portion of profits to women-run businesses. The creators in this campaign are part of a community that backs female entrepreneurs, calls out bullies, and rises by lifting each other up.
Talking Points
- Less than 2% of VC funding goes to female founders. Buying DEFI is buying into changing that.
- Tatyana, the founder, is a mom raising her daughter to know strong is beautiful — not skinny.
- This is a community, not a customer base. Tag a female founder you love. Lift each other up.
- We don't bully competitors' customers. We come for bad ingredients — not the people eating them.
Hook Starters
"Here's the female-founded snack brand quietly funding other women-run businesses."
"My daughter is going to grow up knowing strong is beautiful. This is one of the brands helping me show her."
"Tear-down culture is over. Lift-up culture is the new aesthetic."
03
The Ingredient Deep Dive.
DEFI's ingredients are the proof. Every creator should pick at least one ingredient to spotlight on camera.
| Ingredient | What to Say About It |
|---|---|
| Sprouted Organic Buckwheat | Naturally gluten-free and grain-free — it's a seed, not a grain. Loaded with plant protein, fiber, vitamins, and antioxidants. Gut-friendly. Tatyana's nod to her Ukrainian roots, where buckwheat is a staple. The crispy crunch in every bite. |
| Whey + Casein Protein | EU-grade clean whey crisps + casein. Whey absorbs fast — immediate satiety. Casein absorbs slow — keeps you full for hours. Together: 25g+ protein per bag with no chalky aftertaste. |
| Single-Origin Chocolate | REAL chocolate. Non-GMO. Single-origin. 70% cacao for the dark line, 38% for the milk line. No compound chocolate, no fake substitutes, no "chocolate-flavored" anything. |
| Pink Himalayan Salt | Hand-mined, mineral-rich — makes the dark chocolate sing. The cult-favorite flavor. |
| What You Will NOT Find | No sucralose. No aspartame. No ace-K. No "natural flavors" as a mystery dump. No seed oil bombs. No compound chocolate. No sugar alcohols masking as "zero sugar." Clean label, full stop. |
Hook Starters
"Buckwheat is not a grain. It's a flower seed. And it's about to ruin every other protein bar for you."
"Why DEFI uses BOTH whey AND casein — fast and slow protein in the same bite."
"Single-origin 70% cacao chocolate in a protein snack? Yes, it exists. No, you don't have to choose."
07
Optional Add-On
Tease the Future
Top-tier creators may be invited to tease our innovation pipeline. Only with explicit DEFI approval. Never state confirmed launch dates.
Solein®
Air-derived protein from Finland — made from microbes fed with air, water, and renewable energy. Lower land and water footprint than dairy or plant proteins. DEFI is bringing it stateside in our next-generation vegan SKUs.
Vegan Chocolate Flavors
Powered by Solein®. Same indulgence, fully plant-based, no compromise on taste or protein.
DEFI Protein Lattes
On-the-go protein + fiber latte. Buckwheat flour for fiber, Solein® / dairy options. Pre-class fuel, post-workout recovery, and the 3 PM pick-me-up.
Slim Packs + Powders
Single-serve grab-and-go bites and a stir-into-anything protein powder — same DEFI ingredients, new occasions and price points.
Hook Starters (Approved Pipeline Teases Only)
"The most innovative protein on the planet comes from… Finland. Air. Microbes. Renewable energy. Yes, really."
"What I want at 3 PM: protein, fiber, real flavor, no afternoon slump. Imagine that in a latte."
08
The Enemy Is Clear
What We Stand Against
DEFI does not exist in a vacuum. There is a wave of viral fake-sugar "clean" snacks (David Bar and similar protein cookie brands) and ultra-processed compound-chocolate competitors winning shelf and feed time right now. Our position is clear: we are not them.
| What We Stand Against | Why It Matters to Creators |
|---|---|
| Toxic "less is more" diet culture | The thinness-at-any-cost playbook. Some brands are still pushing it. We promote moderation through quality — not deprivation. |
| Fake-sugar protein cookies / bars | Viral protein cookies (David Bar and knockoffs) marketed as "clean" while loaded with sucralose, sugar alcohols, and EPG-style fillers. |
| Compound "chocolate" | Big CPG using oils, fillers, and "chocolatey coatings" to protect margins. We use real chocolate. Period. |
| Bullies and tear-down culture | We do not body-shame, fear-monger, or trash competitors' customers. Edge with empathy. |
Criticize the ingredients, the marketing claims, and the category playbook — never the people who eat them. We come for diet culture, not the women living through it.
09
What We Need
Deliverables
Standard package per creator — negotiable based on creator strength and platform fit.
| Platform | Format | Spec |
|---|---|---|
| Instagram Reels | 1 × hero Reel | 30–60 sec · 9:16 · hook in first 3 sec · on-screen captions · tag @defisnacks |
| Instagram Stories | 3–5 frame story arc | Behind-the-scenes / day-in-the-life with DEFI. Use the DEFI sticker pack. |
| TikTok | 1 × video | 30–90 sec · 9:16 · native voiceover preferred · trending audio OK if on-brand |
| Static / Carousel | 1 × IG feed post | Carousel preferred (3–7 slides) · caption 80–150 words · CTA to DEFI page |
| Optional Add-Ons | YouTube Short / Pinterest | Negotiated case-by-case based on creator platform strength |
#ad must appear in the first line of caption — or on-screen in the first 3 seconds of video — per FTC Endorsement Guides. No exceptions. No workarounds.
10
The Guardrails
Do's & Don'ts
✓ DO
✓Show DEFI in your real routine — post-workout, mid-meeting, school pickup.
✓Read the back of the bag on camera. The label is the receipt.
✓Talk about how moderation comes from quality — you actually feel full.
✓Lift up other women and female founders.
✓Be edgy and provocative — say the thing nobody else will say.
✓Compare ingredient panels with fake-sugar competitors on camera.
✓Include #ad in first line / first 3 seconds. Always.
✕ DON'T
✕Use diet language: "guilt-free," "sinful," "cheat day," "skinny," "good/bad food."
✕Body-shame, name-call, or attack a competitor's customers.
✕Make medical or weight-loss claims of any kind.
✕Use AI-generated voiceover or stock-feeling B-roll.
✕Crop, recolor, or distort the DEFI logo or packaging.
✕Tease the innovation pipeline without explicit DEFI approval.
✕Promote sucralose-heavy competing brands during the campaign window.
11
Brand Standards
Visual & Tagging Guidelines
Brand Colors
DEFI Pink
#FF007E
DEFI Black
#121212
Dark Chocolate
#6F2C91
Milk Chocolate
#0080C6
Peanut Butter
#EF8F31
Brand Font
Jost
Google Fonts. Weights 400–700. Substitute: Avenir or Century Gothic.
Logo / Submark
Use assets from pack only
Do not crop, recolor, or distort. ⚡ bolt submark may be used as sticker/accent.
Social Handles — Always Tag Correctly
| Platform | Handle |
|---|---|
| @defisnacks | |
| @defisnacks | |
| TikTok | @defisnacks_ (note the underscore) |
| Website | defisnacks.com |
Required Hashtags — Include All Seven
#DEFI#DEFISnacks#SnackingEverywhere#RebelAgainstTraditionalSnacking#FueledByDEFI#StrongIsBeautiful#FemaleFoundedCPG
#ad must appear in the first line of caption OR on-screen in the first 3 seconds of video. Compliant with FTC Endorsement Guides. Non-negotiable.
12
Process
Timeline & Approval
Concept-first, drafts-second. We trust creators to lead. Our review is for brand alignment — not for taking over your voice.
Brief Acceptance
Creator confirms terms, signs short-form agreement, completes W-9.
Product Seeding
DEFI ships product within 5 business days of signed agreement.
Concept Approval
Creator submits 2–3 sentence concept + opening hook per deliverable. DEFI reviews within 2 business days.
Draft Review
Creator submits drafts at least 5 business days before live date. DEFI provides one consolidated round of feedback within 2 business days.
Go Live
Creator publishes per the agreed schedule.
Whitelisting
DEFI requests organic post + paid usage rights for 90 days (negotiable per agreement).
Reporting
Creator shares insights screenshots 7 days and 30 days post-publish.
13
How You Get Paid
Compensation Framework
Compensation is structured per creator and finalized in the individual agreement. Components typically include:
Product seeding — product shipped at no cost. Does not replace the flat fee.
Affiliate code — custom discount code with creator-specific commission on tracked sales.
Whitelisting / paid usage rights — negotiated separately for paid amplification. Typical window: 90 days.
Performance bonuses — available for creators who hit pre-agreed engagement / conversion thresholds.
14
Compliance
Disclosures & Legal
- FTC: Include #ad in first line of caption / on-screen in first 3 seconds of video. No exceptions.
- Health claims: Do not make medical, weight-loss, or disease-related claims. Reference nutrition facts only.
- Comparative claims: Ingredient comparisons must be factually accurate — limited to publicly listed ingredient panels.
- No content targeting or featuring minors as the central focus. No misleading edits or digitally altered claims.
- Content rights: Creator retains rights to original content. DEFI receives a perpetual non-exclusive license to repost organically and a 90-day paid usage license unless otherwise negotiated.
| Approved Language | Do NOT Use |
|---|---|
| "25g+ protein per bag" | "This helps with weight loss" or any disease/treatment claim |
| "Real chocolate, real protein, real ingredients" | "Guilt-free" / "skinny" / "diet" / "good/bad food" framing |
| "Clean label — no sucralose, no ace-K, no aspartame" | Unverified or exaggerated ingredient claims |
| "Female-founded, donates a % of profits to women-run businesses" | Specific donation amounts not confirmed in writing with DEFI |
15
Get In
Apply / Next Steps
"DEFI is the rebellion.
You are the voice.
Let's lift each other up."
You are the voice.
Let's lift each other up."
- Send a 60-second selfie video to tatyana.jones@defi-snacks.com explaining why DEFI is for you and your audience.
- Include 2–3 examples of past food / fitness / female-founder content you're proudest of.
- Share top-line audience demographics — age skew, gender skew, top 3 cities or regions — and your 30-day engagement rate.
- Flag any concurrent food or supplement partnerships so we can screen for conflicts before moving forward.
16
Social Proof
See DEFI in Action
Watch how real creators are already talking about DEFI — real label reads, real reactions, real audience energy.