"Luna Bar is strategizing a new chapter with the launch of 'Easy to Love,' its first major creative push in nearly a decade. The effort is also its first major creative push following the acquisition of Luna Bar parent Clif Bar & Company in 2022 by Mondelēz, a move that expanded the CPG giant's global snack bar business to more than $1 billion."
"'Easy to Love' is designed to help Luna Bar, a gluten-free, plant-based product, reclaim its position with women and comes as the better-for-you snacks market sees substantial growth. The snack bar category is also on an upward trajectory in the U.S., expected to reach a value of nearly $11 billion this year, according to Future Market Insights."
"Key to the campaign is a partnership with Alba, who serves as the brand's first ambassador and stars in a series of short- and long-form social videos. In the first video, 'Lemonzest,' Alba is heard on a call eagerly discussing what her responsibilities would be as an ambassador."
Luna Bar, owned by Mondelēz International, launched its first major creative campaign in seven years called 'Easy to Love,' featuring actor Jessica Alba as the brand's inaugural ambassador. The campaign includes short- and long-form social videos showcasing Alba discussing her enthusiasm for Luna Bar products, distributed across TikTok, Meta, display ads, and retail locations. Timed with the release of new Berry Bars, the campaign aims to reposition Luna Bar as a preferred snack option for women. This effort follows Mondelēz's 2022 acquisition of Clif Bar & Company, which expanded the company's snack bar business to over $1 billion. The campaign capitalizes on the growing better-for-you snacks market and the U.S. snack bar category's upward trajectory, projected to reach nearly $11 billion this year.
#brand-marketing-campaign #celebrity-endorsement #snack-bar-industry #social-media-advertising #womens-consumer-market
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