LUNA Bar Unveils First Campaign in Seven Years with Jessica Alba and New Berry Bars
Mondelēz’s LUNA Bar has rolled out its first creative campaign in seven years starring Jessica Alba across TikTok, Instagram and retail display ads. The rollout coincides with new Berry Bars in Mixed Berry and Strawberry Banana flavors offering 7–8g plant protein and 4g fiber per bar.
1. Campaign Launch and Ambassador Role
LUNA Bar has launched its first creative campaign in seven years, introducing Jessica Alba as its inaugural brand ambassador. Alba, a longtime fan, collaborated on concept development and stars in a series of short and long-form social videos showcasing the brand’s focus on quality ingredients, standout flavors and convenient on-the-go format.
2. New Berry Bars Product Innovation
The campaign launch coincides with the debut of Berry Bars, the first bar innovation in six years, available in Mixed Berry and Strawberry Banana. Each bar is crafted with organic oats, delivers 7–8 grams of plant-based protein and provides 4 grams of fiber, reinforcing the brand’s commitment to taste and nutritional value.
3. Multiplatform Marketing Rollout
The "Easy to Love" campaign is running across LUNA Bar’s TikTok and Meta accounts with both organic and paid social content, complemented by organic posts on Jessica Alba’s Instagram and TikTok channels. Retail display and shopper ads at national outlets further boost in-store visibility as the brand embarks on its new creative era.