This Nutrition Bar Campaign Proves It's Pretty Much Perfect

Nutrition bar brand Perfect Bar has launches its first ever OOH campaign with agency, the community.

While many nutrition bars tout a ‘less is more’ approach to their product, Perfect Bar owns a distinct place in the marketplace as a clean, credentialed (Non-GMO, Gluten Free, Nothing Artificial), while simultaneously being packed with nutritious ingredients. And they’re able to pack in all that good stuff by being stored in the fridge. the community's campaign includes OOH and digital videos, both of which are about how every single Perfect Bar is Packed with Perfect, containing up to 17 grams of protein from whole foods (think nuts, milk and egg) and 20+ superfoods, all while staying deliciously fresh in the fridge.  

The creative idea behind the campaign was to own all the ways that Perfect Bar is perfect. With a name like Perfect Bar, it’s time the brand explained just how they earn that name. The tone of voice is self-aware, confident, a bit silly, and completely relatable, because let’s be honest, a Perfect Bar is much better than having coffee and emails for breakfast. With hundreds of OOH activations across New York and New Jersey, the community worked together with Perfect Bar to make the OOH highly customised - each digital creative asset has unique messages optimised for the time of day and location. 

“In our first OOH takeover to date for Perfect Bar, we wanted to let the bar speak for itself in a light hearted, confident, and relatable way. The Perfect Bar name is really the hero of our campaign, it’s one of our strongest assets, and we’re proud to unveil a fresh tone of voice that exudes confidence in all that we are. We really do have the perfect combination of taste and nutrition, and we’re not going to be shy about it. Simply put, we’re proud of everything that makes Perfect Bar, perfect,” said Meredith Diehn, VP of brand marketing at Perfect Snacks.

"After nearly two decades since starting Perfect Bar with my siblings, I couldn't be prouder to see our brand reach the scale to be able to support this level of activation. It was truly a ‘pinch me’ moment to see my family's recipe lit up facing Times Square, saying 'look mom, we made it to Broadway', and let me tell you, she is proud! This campaign celebrates the essence of what makes Perfect Bar so special to me, a tribute to our uniqueness and the passion we've invested since the very beginning.” said Leigh Keith, co-founder and chief of brand at Perfect Snacks.

“From the start, all we really wanted was to make people smile, especially those on the way to their daily grind. We’ve created a new tone of voice for Perfect Bar, one that feels like having a conversation, rather than selling something. It’s honest, relatable, and fundamentally silly, which makes our job much more fun,” said Guilherme Grossi, creative director at the community.