What Every Marketer Can Learn from Mid-Day Squares
How a Snack Brand Built a Cult Following Through Brand Preference
Most brands talk about building community.
Mid-Day Squares actually did it.
No traditional marketing team. No ad agency fluff. No billion-dollar media spend.
Just three founders, a big vision, and a brand voice loud enough to wake the industry up.
Since launching in 2018, Mid-Day Squares has built more than a functional chocolate bar.
They’ve built a brand people root for.
We break down why their approach is a masterclass in Brand Preference—and what every marketer can learn from it.
From Snack to Standout: This Brand Hits Different
Co-founder Jake Karls and the team didn’t hide behind polish or perfection.
They put it all out there: the highs, the lows, the investor calls, the meltdowns, the breakthroughs.
The brand is the journey.
And that’s why people don’t just buy the product—they buy into the story.
Mid-Day Squares doesn’t market at you. They bring you along for the ride.
This Is What Brand Preference Looks Like
While other brands chase CPMs, Mid-Day Squares is building something deeper: emotional loyalty.
Here’s how they do it:
1. Radical Transparency
They show the behind-the-scenes mess. The fights. The breakdowns. The breakthroughs. It’s not curated—it’s human. And that builds trust.
2. Consistency
Every piece of content sounds like them. From investor updates to TikToks to founder selfies—the voice is emotional, bold, and unfiltered.
3. Emotional Storytelling
They don’t sell benefits.They share beliefs, challenges, and milestones. And in doing so, they make you feel like you’re part of something bigger.
4. Community Over Audience
They respond. They listen. They show up. Their fans feel like insiders because the brand acts like a friend, not a funnel.
You can’t performance-hack your way to preference.
You have to show up with soul—and stick with it.
Lessons for Every Marketer
Mid-Day Squares proves that:
You don’t need to look perfect—you need to feel consistent.
Emotional resonance beats ad reach every time.
People buy from brands they believe in, not brands that shout.
Most brands are too focused on reach.
Mid-Day Squares is focused on relationship.
And it shows.
This Isn’t a One-Off. It’s the Future.
Consumers are craving realness.
They want brands that stand for something. That feel something. That act like humans.
Mid-Day Squares isn’t riding a trend. They’re setting the standard.
They’ve turned Brand Preference into a full-on growth engine—powered by story, soul, and consistency.
Want to Build This Kind of Brand Love?
At Stone Owl, we help brands do what Mid-Day Squares does instinctively:
Create emotional loyalty.
Turn story into strategy.
And build Brand Preference that scales.
Want to know how much love your brand is earning?
Book a Brand Preference Health Check-Up or download our 10-minute read: Do Consumers Love Your Brand?
