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Zambezi | New Product Launch | Strategy and Creative

TL;DR

The Ask:

Deliver a creative concept for the digital launch that will generate organic buzz and excitement. 

Audience:

New and existing Better Believers, these are busy Millennial parents with school-aged kids (6+) with a high household income. They’re looking for snacks that fuel the whole family.

Strategic Media Approach:

Show how Hearty Bar fuels family time with the right kind of positive energy. 

The Challenge:

Articulate "Fuel Anytime" for our Better Believer audience where Hearty Bar is your daily soft-baked bar that gives you a boost to take wherever the day takes you.

The Product:

Hearty Bars, a new line of deliciously soft baked grab-and-go snack bars, great for the whole family. 

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Nature’s Bakery Soft Baked Protein Bars are oven baked with fruit, oats and plant-based protein in a deliciously unique soft baked texture.

The Opportunity:

Frame "fuel anytime" highlighting the "baked for the win" sentiment and protein's key role for active families. 

My Role: 

  • Researched trends, audience. and competitive landscape surrounding healthy snacking

  • Helped put together the audience through MRI Simmons

  • Helped to craft the strategic approach and opportunity for the campaign

Strategic Approach 

This new innovative product already has so much to love

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Right now, snacks, especially protein snacks for kids and parents are separate, with the focus being on energy or hunger.

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Hearty Bar is unique as it’s convenient, tasty AND filling giving shared energy and protein the whole family can love 

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Creative Output

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