CLIF BAR: The Most Important Ingredient is You
CLIF BAR has launched a groundbreaking integrated advertising campaign, “The Most Important Ingredient is You.” This new initiative aims to deepen the personal connection between the brand and its consumers, emphasizing how CLIF BAR’s products, made with great tasting, wholesome, and sustainably sourced ingredients like organic rolled oats, help fuel individual actions and accomplishments.
The heart of the campaign lies in its powerful message: while CLIF BAR provides the nutritious energy, it’s the individuals who turn this energy into greatness through their passion and determination. The campaign features a variety of world-renowned CLIF Athletes, including tennis star Frances Tiafoe, soccer player Sophia Smith, and basketball player Breanna Stewart, alongside everyday people who showcase how they turn their personal passions into action.
By highlighting real stories from CLIF BAR lovers, the campaign underscores that it’s not just about the energy bar itself, but about the people who consume it. The brand aims to inspire everyone to “get out there and try,” celebrating the drive and spirit of individuals who engage in activities they love.
Frances Tiafoe encapsulates this message perfectly, saying, “The more good you put in, the more great you get out.” This sentiment is central to the campaign, as it champions the individual as an integral part of every CLIF-fueled activity, whether it’s hiking, biking, or playing pick-up basketball. CLIF BAR’s Director of Partnerships and Activation, Brooke Donberg, explains, “For more than 30 years, CLIF has been making energy food for active occasions, and we want to highlight that we’re in it together, to help fuel people to be at their best in the important moments.”
The campaign is being rolled out across the U.S. and Canada, featuring video ads on broadcast TV, The TradeDesk, and YouTube. Additionally, social media content will be shared on Instagram, TikTok, and Facebook, along with influencer activations and audience-targeted display ads. This broad distribution strategy ensures the campaign reaches a wide and diverse audience, furthering the message that everyone can benefit from the energy and inspiration CLIF BAR provides.
In collaboration with DAVID New York and supporting agencies VaynerMedia, Dentsu, and Edible, Inc., CLIF BAR has developed a new brand visual and audio direction for this campaign. André Toledo, Chief Creative Officer at DAVID New York, expressed his excitement, stating, “This is just the first step of a very exciting partnership with one of the most iconic brands in the U.S. CLIF is a fantastic brand to work with, and we can’t wait to continue on our journey with the team.”
The “The Most Important Ingredient is You” campaign is not just about promoting a product; it’s about celebrating the individuals who make the most out of every moment. By teaming up with athletes and nonprofit partners, CLIF BAR continues its commitment to supporting access and equity to the outdoors and sports.
This professional campaign, titled ‘The Most Important Ingredient is You,’ was published in Canada and the United States in May 2024. It was created for the brand: CLIF BAR, by ad agencies: DAVID New York, Dentsu, and Edible, Inc. This campaign is related to the Food industry and contains two media assets, illustrating the powerful connection between CLIF BAR and the people it fuels every day.
