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Dive Brief: 

• Luna Bar, the snack bar owned by Mondelēz International, launched a creative campaign, “Easy to Love,” that features actor Jessica Alba as its inaugural brand ambassador, according to a press release. 
• A series of short- and long-form social videos star Alba and highlights what the celebrity enjoys the most about Luna Bar products. The effort includes paid and organic social and will span TikTok and Meta in addition to display and shopper ads at national retailers. 
• The move, which represents Luna Bar’s first major creative effort in seven years, is timed around the release of its new Berry Bars and is key to the brand’s efforts to reclaim its position as a go-to snack option for women, per release details. 

Dive Insight: 

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. That storyline is continued in a second video, “Texture,” while two additional videos, “Spokesperson” and “Work,” see the star continuing to gush over the bars. 

The campaign from Luna Bar is meant to support a “Deliciously Good Agenda” platform that focuses on the brand’s commitment to quality ingredients. The effort is also timed to promote its Berry Bars, which are available in Mixed Berry and Strawberry Banana flavors and represent the brand’s first bar innovation in six years, per release details. 

“Easy to Love” will span organic and paid social across Luna Bar’s TikTok and Meta accounts and organic social content on Alba’s Instagram and TikTok, along with display and shopper ads at top retailers nationwide. Creative for the campaign was handled by David North America, with PR by Ketchum, paid media by VaynerMedia and production by WPP Production. 

Luna Bar was founded in 1999 under the Clif Bar portfolio with a focus on supporting women, an effort it has promoted through initiatives like Lunafest, a traveling film festival that showcases women in film. Each Luna Bar includes 7-9 grams of plant protein and fewer than 210 calories.