Fiber vs. Cravings: HUM Nutrition Launches "Cravings? I'm crushin' it" Campaign to Flip the Script on Junk Food Culture

LOS ANGELES, June 26, 2025 /PRNewswire/ -- In a bold, tongue-in-cheek twist on fast food advertising, HUM Nutrition, the viral wellness brand in holistic nutrition and mindful living, has launched its newest campaign: "Cravings? I'm crushin' it." The campaign takes aim at our collective obsession with quick, greasy gratification—and serves up a refreshing science-based alternative.

With a wink to fast food culture—think drive-thru menus, combo meals, and neon-lit craving inducing visuals —this campaign hijacks the moment you're most tempted. HUM shows up right outside the drive-thru with a simple reminder: there's a smarter way to satisfy your cravings. Every serving of Flatter Me Fiber's GLP-1 booster delivers 10g of prebiotic fiber - clinically shown to double GLP-1 levels and increase satiety for up to 4 hours. Best of all, this innovative drink mix comes in delicious Strawberry Lemon and Pineapple Passionfruit flavors.

"People want to feel good and laugh. We saw an opportunity to poke fun at our habits while inspiring better ones," says Walter Faulstroh, Chief Executive Officer of HUM Nutrition. "This campaign lets us be part of the cultural conversation without preaching. It's wellness with a wink."

Key elements of the "Cravings? I'm crushin' it" campaign include:

• The Craving Crushing Walk-through — a GLP-1 Trading Post —offering quick wellness fixes like fiber and digestive enzymes-loaded "sodas", and tons of surprises at the center of The Grove, on July 12th right in the heart of Los Angeles.
• A viral video ad series, "You crave it, let's crush it", featuring characters tempted by "junk" only to discover crave-worthy healthy swaps.
• Street posters and social ads mimicking vintage fast food promos, but with modern wellness upgrades and cheeky taglines like "Cravings? I'm crushin' it" strategically located throughout Los Angeles and within proximity of popular drive throughs.

By riffing on a shared guilty pleasure, HUM delivers a light-hearted reminder that convenience doesn't have to come at the cost of health. The campaign invites people to laugh, reflect, and maybe rethink what they reach for in a pinch.

The campaign will run across digital, social, and select urban locations throughout summer 2025, with an experiential pop-up in Los Angeles

For more information, images, or to schedule an interview with HUM Nutrition's team, please contact:

Media Contact:
Fatima Harmi
HUM Nutrition
Email: [email protected]

ABOUT HUM Nutrition:

HUM Nutrition's mission is to elevate women's wellness. HUM is redefining clean and clinical with RD-developed formulas featuring clinically tested actives for transformative results you can see and feel. All products are Clean Label Project Certified and non-GMO. HUM's commitment to sustainability shows up in every bottle, made from upcycled 100% Prevented Ocean Plastic™ with over 31 million bottles saved from the ocean and counting.

SOURCE HUM Nutrition