Perfect Bar
20+ superfoods, 10g+ protein, nothing artificial, and a whole lot of attitude.
THE IMPOSTOR STUNT
People who are used to shelf-stable protein bars loaded with preservatives don’t realize we’re found in the refrigerated section. So, we did the only logical thing we could think of: created a fake Perfect Bar that was actually a GPS to guide them to the right place in store.
“PERFECT BAR CREATED A BAR WITH A GPS TO LEAD SHOPPERS TO ITS PRODUCT” Trendhunter
“A PROTEIN BAR BRAND CREATED AN IMPOSTOR TO GUIDE SHOPPERS TO THE REAL THING” Adweek
“PERFECT BAR AND CHELSEA BLACKWELL NAVIGATE SHOPPERS TO REAL, FRESH FOOD” LBB Online
“PERFECT BAR IMPOSTOR HELPS YOU FIND THE REAL DEAL VIA GPS” Design Rush
ILONA MAHER: A PRO ON PROTEIN
Every Perfect Bar is packed with real protein. But what if this perfect snack had a perfect big sister, with even MORE protein (plus prebiotics)? To tell the world about this new innovation, we had to tap a real expert in the space: rugby star Ilona Maher.
“PERFECT SNACKS TAPS RUGBY'S ILONA MAHER TO POWER 'REAL FOOD' PUSH IN PROTEIN BOOM” BUZZFEED
“ILONA MAHER REVEALS HOW TO GET ‘RUGBY THIGHS’ — AND THE WAY SHE HANDLES MEN WHO CHALLENGE HER IN THE GYM” NY POST
“ILONA MAHER SHARES HER BODY CONFIDENCE MINDSET—AND RUGBY-PROOF LIPSTICK!” Yahoo
“ILONA MAHER JUST TOLD US WHAT HER PERFECT SELF-CARE NIGHT LOOKS LIKE” Eating well
“PERFECT BAR AND ILONA MAHER CELEBRATE THE POWER OF REALNESS” LBB ONLINE
“PERFECT BAR® INTRODUCES NEW PROTEIN + PREBIOTICS, WITH HIGH PROTEIN AND NO JUNK; ILONA MAHER” Deli market news
PROJECT MRAZBERRY
To launch Perfect Bar’s limited edition Chocolate Mrazberry flavor—made with early 2000s legend and Perfect Bar superfan, Jason Mraz—we needed an origin story. What makes a mrazberry a mrazberry? The sweet, sweet voice of Jason Mraz.
THE RUMOR
First, we partnered with foodie influencers to start the conversation and get people guessing: WTF is a mrazberry? Then we released a teaser with Jason Mraz to remind fans to mark their calendars.
THE LAUNCH
On February 12th, we released our official announcement in the form of a music video, recreating the iconic “I’m Yours” as a whole new Mrazberry edition.
THE CAMPAIGN
In both organic and paid social, we promoted the bar and invited people to join the revelation that is Chocolate Mrazberry. And for the Jason Mraz fans especially, it was a delicious dream come true.
CONTINUATION
We even made some evergreen videos to keep the campaign going after the limited edition bar ran out. And because we wanted to hang out with Jason Mraz a little longer.
“JASON MRAZ SINGS A DELICIOUS TUNE WITH PERFECT BAR’S CHOCOLATE MRAZBERRY” Times Square Chronicles
“PERFECT BAR GETS A FLAVOR PUT TOGETHER IN PARTNERSHIP WITH JASON MRAZ” Stacked3d
“PERFECT BAR, JASON MRAZ COLLAB ON LATEST FLAVOR” Commercial Baking
“PERFECT SNACKS AND JASON MRAZ UNVEIL LATEST FLAVOR: CHOCOLATE MRAZBERRY” Deli market news
JASON MRAZ FEELS LESS PRESSURE AFTER 20 YEARS IN THE MUSIC INDUSTRY — BUT HE'S 'STILL BUSY' Ok! magazine
Creative Directors: Guilherme Grossi & Gabriel Gama, Federico Diaz & Cora Fernandez
ACD (Art): Emily Lahourcade
Junior Copywriter: Lucie Desvallées
Junior Art Director: Carly Thomas
Producer: Tegan Mahford