General Mills is once again stepping up its protein game with its Ratio brand, this time with help from actor Ronny Chieng. 

In the campaign, from Dentsu Creative, Chieng is the tough, but nice, guy introducing consumers to Ratio’s high-protein yogurts and cereals. 

In the lead spot, a woman, Trish, loses focus at her desk, and Chieng appears with a cup of yogurt to combat the afternoon slump. When the boss comes asking for Trish, Chieng tells him to keep walking.

Two 15-second spots round out the campaign. In one, Chieng chides a guy for eating a piece of last night's bread for breakfast, instead offering him a bowl of Ratio cereal. In another, Chieng rotates a yogurt cup to show the 25 grams of protein.

Also read: Why General Mills and Ghost teamed up on high-protein cereal

The campaigns will run online and on paid social media.

This isn’t General Mills' first foray into protein. Earlier this year, the packaged-food giant rolled out Yoplait Protein and Wheaties Protein. Ratio's first campaign debuted in 2022 by agency EP+Co.