Zbar inspires adventure with new campaign

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Zbar inspires adventure with new campaign

6 Feb 2025

Lily Cota

Lily Cota is a writer, editor and photographer from Kansas City, Missouri. She graduated from Missouri State University with a Bachelor of Science in English and a minor in Photography. When she’s not writing, you can find her reading fantasy novels, thrifting, trying out local coffee shops and spending time with her nieces.

EMERYVILLE, CA — Zbar, a Mondelez International brand under the Clif Bar umbrella, announced its new marketing campaign, “Adventure Needs Fuel,” centered around the brand’s soft-baked and protein snack bars.

The campaign was designed to help energize children with quality ingredients, such as organic rolled oats, and motivate families to nurture kids’ adventurous spirit. As part of the strategy, Zbar will also refresh its packaging with bold new graphics.

“For kids, every day holds the opportunity for fun, new adventures, experiences and encounters that expand their worlds and enrich their lives,” said Valerie Van Arkel, director of marketing for Zbar at Mondelez International.

“With the ‘Adventure Needs Fuel’ campaign, our goal is to show how easy it can be to unleash the awesome in every kid.” — Valerie Van Arkel | director of marketing | Zbar

“Adventure Needs Fuel” will reinforce the brand’s core values and reiterate the importance of organic ingredients. It will be deployed through an integrated multimedia campaign that includes family-focused experiences, event sponsorships and brand partnerships.

“Zbar soft-baked energy snack bars are designed to provide kids with energy to help fuel their adventures and make the most of their daily explorations, like sports and after-school and outdoor activities with the family,” Van Arkel said. “This new campaign will highlight the many ways adventure can be energized — and energizing.”

Zbar Protein snack bars are available at retailers nationwide, crafted with non-GMO ingredients and 5 grams of protein.

“We deeply understand that when kids are encouraged to be active and play outside, they need quality snacks that offer energy to discover and grow into their most awesome selves,” Van Arkel said. “With the ‘Adventure Needs Fuel’ campaign, our goal is to show how easy it can be to unleash the awesome in every kid.”

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