LÄRABAR unveils series of consumer activations

LÄRABAR, real food snack bar brand from General Mills, has unveiled a series of activations this September as part of its ongoing mindfulness positioning.

The fruit and nut bar will become the official sponsor of Mind Body Spirit’s ‘Your Wellbeing Podcast’ from 1 September. The partnership will include dedicated social media posts on the podcast’s channels and 30 second LÄRABAR branded idents during each podcast show over a period of ten weeks.

In addition, LÄRABAR will collaborate with illustrator Gemma Correll, renowned for her humorous yet insightful drawings showcasing everyday anxieties, to create a series of cartoons that will demonstrate the importance of practicing mindfulness and encouraging viewers to eat more mindfully, which will be shared across both Gemma’s and LÄRABAR’s social media channels.

Gemma Correll said: “I’m so pleased to be collaborating with LÄRABAR, a brand that considers mindfulness and positive wellbeing through communication in a way that I do.

“Mindfulness not only comes from practicing activities like drawing but also by making sure that you are mindful of things that you are putting into your body to fuel these. LÄRABAR really is the perfect mindful snack, made from only a few simple ingredients, proving that less truly is moreish!”

LÄRABAR was created by Lara Merriken with the mission to combine real ingredients such as fruits and nuts to create a simple, real food bar.

Adrienne Burke, marketing manager at General Mills, commented:“Mindfulness is at the heart of everything that LÄRABAR stands for such as making a mindful choice about the food that you eat, the practices that you do and the enriching the body and soul.

“Partnering with Your Wellbeing Podcast and Gemma Correll feels like such great fit for the brand at this moment in time, when mindfulness is more relevant than ever, as we continue to communicate our brand ethos to our existing fans and new fans alike."