"We’re working to run a different kind of company: The kind of place we’d want to work, that makes the kind of food we’d like to eat, and that strives for a healthier, more sustainable world – the kind of world we’d like to pass on to our children. And those aren’t just words. They’re our mission statement." – Kit Crawford (CLIF Co-Owner)
“Adventure can be anything, anywhere. I personally think the key to living adventurously is getting outside of your comfort zone- whatever that may be- and continually building confidence in a way that empowers you to do more and more of what you love.” - CLIF Adventurer Christian Schaffer
Clif Bar has the best ingredients to fuel your adventure.
Adventurers need the right kindling to ignite their action.
Inspiration for High Adventure.
"Fuel your Fire"
Ambient - Rock Wall Vinyl
REI shopping rock climbers get a chance to climb over a fiery pit and collect CLIF bars on their way up to the top of the wall.
Ambient - P.O.P.
Grocery store shoppers will be greeted by a burning wireframe of CLIF Bar packages and a "Fuel your Fire" box.
Social Media Management
CLIF Bars official Instagram will kick off the #fuelyourfire movement through Instagram Live sessions. CLIF bar social managers can ask their audience how they will fuel their fire over the weekends. Using #fuelyourfire CLIF bar will then curate their official account with user-generated content.
art direction: Dave Gordet, James Kunzler
copywriting: Ian Forsyth
In addition to writing all the copy, I also planned strategy, developed a brand voice and constructed a social media plan.