Larabara multi-generational campaign

About Larabar

๏ Founder: Lara Merriken, in May 2000

๏ The foundation of a sound mind, body and spirit is derived from what you eat. And what you eat is most delicious and satisfying when it’s in a whole, natural state.

๏ Combines wholesome ingredients (fruits and nuts) to create a tasty, healthy and convenient snack

๏ Natural foods should be fun and enjoyable AND good for you

๏ Certain products cater to special diets: gluten free/Celiacs, Kosher, low carbohydrate diets, nut allergies, raw diet, vegetarian, vegan, and soy free

๏ The !rst 5 "avors: Cherry Pie, Apple Pie, Cashew Cookie, Banana Cookie, and Chocolate Coconut Chew

Brand Personality

all natural

healthy

conscious

active

convenient

wholesome

bold

passionate

vibrant

community-oriented

unique

environmentally conscious

Social Media

Unique Selling Propositions

Larabar has the simplest and most natural, ingredients of any other snack bar on the market.

sweetened with dates

recyclable wrapper

fair trade

socially responsible

sustainable

vegan

kosher

gluten free

soy free

Who is Generation X?

๏ also know as the nation’s “Second Baby Boomers”

๏ born: early 1960s - early 1980s

๏ population: approximately 41 million

๏ many have multiple sources of income

๏ internet-savvy; information-savvy

๏ well educated

๏ self-reliant

๏ more discriminating; skeptical

๏ thoughtful buyers

๏ loyal

Who is Generation Y?

๏ also know as “Millennials”

๏ born: approximately late 1970s - early 2000s

๏ population: approximately 85 million

๏ low-income; many unemployed

๏ internet as commonplace; always connected

๏ tech-savvy, social media oriented

๏ reliant on technology

๏ arrogant; self-centered

๏ optimistic; positive

๏ activists; involved, care about social causes

Who Are The Boomers?

๏ also know as “Baby Boomers”

๏ born: between late 1940s and early 1960s

๏ population: approximately 80 million

๏ wealthy; received peak level income

๏ have more time to spend money

๏ grew up in age of consumerism

๏ adopting technology and media consumption

๏ active, physically !t

๏ desire to be healthy