From Product to People: How Mid-Day Squares Used Storytelling to Build a Movement

Jake Karls shared how Mid-Day Squares transformed a product into a movement through bold storytelling, radical transparency, and an unfiltered approach to branding. In this keynote, he took a deep dive into the brand’s journey, detailing how authenticity, vulnerability, and community-driven marketing have played a crucial role in building a loyal audience and fueling the brand’s explosive growth in the competitive CPG industry.

Karls emphasized the power of personality-driven content, showing how brand storytelling can go beyond traditional marketing to create a movement that resonates with modern consumers. By leveraging social media engagement, behind-the-scenes content, and raw, unpolished storytelling, Mid-Day Squares has built an emotional connection with customers that goes far beyond just selling a product.

Through a bold, unapologetic voice and a commitment to transparency, the brand has redefined what it means to stand out in the better-for-you snack category. By embracing openness, authenticity, and a strong DTC strategy, Mid-Day Squares has successfully carved out a space in a crowded market, proving that customers don’t just buy products, they buy into stories, values, and brands that feel real.