To quantify the exhaustion, the company partnered with Talker Research to survey 2,000 U.S. adults. The data shows that 71% of respondents delay or skip meals multiple times each week due to time constraints, while 29% rely on caffeine rather than sustained nutrition to power through their day. While 62% of those surveyed acknowledge the importance of protein, they struggle to integrate it into their frantic routines.

As part of the push to encourage consumers to prioritize rest, the brand is installing an immersive “Reset Pod” in New York City’s Union Square on September 1–2. The activation provides a space for commuters to pause and sample products. Simultaneously, the company is hosting a national sweepstakes through September 10, offering a $5,000 prize intended to help one winner create more personal downtime. Amanda Vaal, Director of Brand Marketing at Lactalis Heritage Dairy, noted that the campaign seeks to recognize the realities of modern busyness by offering a moment of respite.