To make healthy products feel aspirational instead of preachy you show off the things it can do for you rather than lecturing people and telling them what they should be doing. You have to frame the health as empowerment, not correction.

Bunky excites me because I love popcorn so much and I am always trying to find ways to get more protein in. I've always been a picky eater and it's hard to find ways to get protein in so I think this is such a good way for people to get their protein in that can't find it in other foods. I think I would be a fit because I'm very good at making flyers and doing public relations and I want this brand to reach other people like me who have trouble eating enough protein and love popcorn.

I think Victoria's Secret, Alani Nutrition, Love Shack Fancy, Aquaphor, and Edikted do a very good job on social media.