Publicis Breaks First Campaign For Clif Bar

Publicis & Hal Riney emphasizes Clif Bar’s all-natural ingredients in its first campaign for the client since winning the $3-5 million account in February.
The first phase of the campaign, which broke last week, consists of three print ads and three 60-second radio spots, all aimed primarily at fitness enthusiasts. Print executions use a postcard-style format, complete with postmarked air mail stamp. One tells the story of a hungry bear at Yosemite with a 70 IQ who can “recognize the easiest cars to break into by make, model and production year.”