LÄRABAR
We successfully launched the US cult vegan snackbar into the competitive UK snacking market with a series of bespoke partnerships, sampling activations, engaging social content and retailer engagement.
The Challenge
General Mills asked us to launch their new purpose-driven brand, LÄRABAR, into the UK's (already saturated) snacking market. With a big message to convey and a small budget to rely on, we needed to make the UK fall in love with a brand that has already found enormous success and a cult-like following in the States.
The Insight
With fewer than six all-natural ingredients in every bar, LÄRABAR has a point of difference; its philosophy of being food made from food. In order to gain similar traction to that in the US, we identified a bespoke audience profile in 'Kate'. Our pen portrait of Kate embodied LÄRABAR's shopper profile - that of a young, health-conscious, empowered yogi who values experiences, nutrition and wellness.
The Idea
We created the Less is Moreish platform - less ingredients yet more taste, less guilt yet more indulgence.
Our integrated launch campaign reached the touchpoints of our audience's lives, from bespoke sampling campaigns with organisations they already knew and loved, like Lululemon, to partnerships with the likes of London Fashion Week and Vegan Nights. Less is Moreish offered a genuine way to cement LÄRABAR's place in the UK's snacking market.
Sampling
We recruited like-minded brand ambassadors who could genuinely communicate with our audience and offer bespoke sampling at wellbeing events like Sweatlife, Live Well and Vegan Nights, where we knew our audience would be.
Partnerships
Through strategic partnerships with high profile organisations such as Wanderlust, Lululemon and London Fashion Week, who shared and echoed LÄRABAR's brand values, we built credibility with our audience.
Shopify
In an age where consumers demand immediacy, we built a bespoke branded e-commerce platform to enable our audience to directly purchase LÄRABAR products after engaging with the brand through on and offline comms.
Social
We created social assets that played on our audience's penchant for playful, engaging and bold content, all designed to drive fans to the e-commerce platform.
PR
Our traditional press office function team wrote and sold in news and topical pieces that introduced UK readers to LÄRABAR, its inspirational founder Lara Merriken and our partnership & sampling activity.
