MET-Rx Puts John Cena in a Retro Game World for Its ‘Level-Up’ Campaign

MET-Rx is pressing start on a new era, and John Cena is its player one.

The 30-year-old sports nutrition brand has launched “Level-Up,” a new campaign that deepens its partnership with the WWE legend.

All in an effort to tout performance protein to a new generation of goal-driven consumers.

Built around the idea that progress starts with showing up, the creative aims to connect MET-Rx’s heritage in high-protein meal replacements with the modern fitness mindset.

Joey Bergstein, CEO of parent company 1440 Foods, said in a press release that the campaign marks a new phase for the brand:

"'Level-Up' marks a meaningful step forward, bringing renewed creative energy and strengthening the connection with our performance-driven community."

At the center of the push is the Big 100 bar, which packs 30+ grams of protein into a 100g bar.

Set as a meal replacement for people on the move, it comes in flavors like Super Cookie Crunch, Crispy Apple Pie, Peanut Butter Pretzel, and Vanilla Caramel Churro.

Meanwhile, Cena sees the work as both motivational and self-aware.

“Leveling up is about showing up, putting in the work, and finding ways to enjoy the process,” he said.

“MET-Rx has been part of my routine for a long time, and this campaign is all about bringing some fun into the Level-Up process while still putting in the work.”

Inside Cena's Game World

Created with U.N.N.A.M.E.D. studio, the campaign drops Cena into a nostalgic ’90s video game universe.

In the hero film and cutdowns, one bite of a MET-Rx 30g+ protein bar triggers a "power-up" moment.

It then boosts his strength and stamina as he literally levels up like a classic arcade character.

We then see the "Jackpot!" actor saving leopards from trees, pulling an 18-wheeler, and lifting weights inside the dungeon.

The spot is absurd, yes... but that's what makes it fun. 

The rollout spans online video, social, digital placements, and in-store support.

The brand also plans exclusive offerings through TikTok Shop, along with surprise product drops and “leveled up” launches throughout 2026.

Overall, MET-Rx is turning attention into conversion by tying commerce directly to its social content.

And with Cena at the helm of its latest effort, it's sure to captivate consumers both old and new. 

Celebrity and Game-Inspired Repositioning

MET-Rx is showing us that legacy brands can evolve with fresh ideas. Marketers, take note:

• Long-term celebrity partnerships can build credibility, but creative reinvention keeps the relationship commercially significant. 
• Translating product benefits into visual metaphors like gaming power-ups simplifies complex nutrition claims.
• 54% of consumers research products on social media before buying, making integrated social commerce a direct path from discovery to purchase.

The real question is whether MET-Rx can convert all this celebrity- and nostalgic-led attention into sustained growth as protein competition intensifies.

Our Take: Can Protein Feel Fun Again?

Protein advertising often takes itself too seriously, all grit and sweat and slow-motion chalk dust.

Here, MET-Rx remembers that performance can be playful.

Who would have thought we'd ever see Cena inside a retro game world? Only MET-Rx made this possible.

Through thoughtful storytelling and a globally loved talent, the brand makes supplementation feel less clinical and more attainable.

Cena’s reputation for strength and discipline continues to make him a natural fit for brands built around performance and resilience.

Hefty also tapped Cena to reintroduce itself to younger consumers in its new "Strong Choice" campaign. 

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