Proof Advertising has been appointed creative agency of record for FiiZ Drinks, a fast-growing specialty soda shop franchise, in an account awarded without a competitive review.

The Austin-based agency will develop brand strategy and creative campaigns to build national visibility for FiiZ across digital, social and experiential channels, anchored around the brand’s “Your Drink. Your Way.” positioning. First work from the partnership is expected to launch later this year.

The appointment comes at a significant moment in FiiZ’s growth trajectory. The franchise, which currently operates 70 locations across the United States, has set an ambitious target of expanding to more than 500 locations nationwide and 100 in Canada over the next decade. New market expansion is already underway in Connecticut, Texas and Arizona.

Founded in Bountiful, Utah in 2014, FiiZ built its following in the specialty soda category, offering customers more than 10,000 customisable drink combinations across flavoured sodas, energy drinks, waters and hot beverages, alongside snacks and sweet treats.

The brand gained wider national attention following its feature on Hulu’s The Secret Lives of Mormon Wives, which introduced it to audiences beyond its original Utah base. While the franchise has sometimes been categorised under the term dirty soda, FiiZ prefers the designation specialty sodas as a more accurate reflection of its product range and brand identity.

Bryan Christian, chief executive officer, Proof Advertising, described the assignment as an opportunity to bring a brand with genuine consumer love to a much larger audience. “The specialty soda category is exploding, and FiiZ is right at the center of it with a brand that people genuinely love. Our job is to introduce FiiZ to the millions of people who have not discovered it yet,” he said.

Kelly O’Rourke, director marketing, FiiZ Drinks, said the search for an agency partner was focused on finding one that understood brand building rather than simply campaign execution. “As we expand nationally, we needed a partner that knows how to build brands, not just run ads. Proof immediately understood that our growth is powered by community and by the kind of genuine customer love you cannot manufacture,” she said.

Proof Advertising’s existing client portfolio includes Subway Restaurants, Travel Texas, Champion Energy and Hangry Joe’s Hot Chicken and Wings.