Bear Naked - Approved by Bears

Once an innovator in the granola category, Bear Naked was losing share and sales were down due to an influx in competitors who were offering bolder, better products. With key changes to flavors, packaging, and sourcing on the horizon, we needed a campaign that could re-launch and sustain Bear Naked for the long haul.

The brand’s Millennial audience viewed health as a complex conversation that encompassed more than just food choices. While most were trying to eat food that was healthy and nutritious, that passion only went so far. Half were confused by food labeling and another half weren’t willing to give up flavor to health.

We saw this tension as an opportunity for Bear Naked to give people permission to trust their instincts when it comes to clean, simple, and healthier snacking. It didn’t take long for us to realize that bears could personify that desire to do what comes naturally. With equal parts edge and humor, the Approved by Bears campaign helped Bear Naked stand out in a category that took itself way too seriously and regain category share.