LUNA Bar taps Jessica Alba for new campaign

LUNA Bar has launched its Easy to Love campaign, marking its first major creative push in seven years and appointing Jessica Alba as brand ambassador.

The campaign introduces a new phase for the brand, combining influencer-led storytelling with product innovation to reinforce its positioning around taste, ingredients, and everyday convenience.

Jessica Alba fronts social-first campaign

The campaign centres on Jessica Alba’s long-standing relationship with the brand, positioning her as both a consumer and collaborator in the creative process. Content rolling out across social platforms traces her journey from regular user to ambassador.

Jessica Alba: "When the LUNA Brand approached me to become their new Brand Ambassador and help collaborate on their new campaign, it was an easy yes. I've loved this bar for years. LUNA Bar reflects what's important to me: quality ingredients, great taste, and an intentional approach to everyday snacking."

The creative includes a mix of short- and long-form video content highlighting product attributes such as flavour variety, ingredient quality, and portability, aligning with daily routines.

Campaign supports brand repositioning

The Easy to Love platform coincides with a broader repositioning for LUNA Bar, part of Mondelēz International. The campaign reflects a renewed focus on product relevance and consumer engagement following a period without major brand activity.

Valerie Van Arkel, Director of Marketing, LUNA and ZBAR Brands: "The debut of our first creative campaign in seven years is the start of a new chapter for the LUNA Brand. With LUNA Bar, we're focused on delivering bars with delicious flavors and quality ingredients that fit into your daily routine. From our classic LEMONZEST flavor to our new Berry Bars innovation, LUNA Bar is truly easy to love, and we're thrilled to partner with Jessica Alba as we enter a new chapter."

New product line expands offering

Alongside the campaign, the brand has introduced Berry Bars, its first product extension in nearly six years. The range includes Mixed Berry and Strawberry Banana variants, designed to meet demand for snacks combining taste, plant-based protein, and fibre.

The new additions join the existing portfolio, which includes flavours such as LEMONZEST and chocolate-based options, reinforcing the brand’s emphasis on variety and nutritional attributes.

Multi-platform rollout targets everyday consumption

The campaign spans paid and organic social channels, including TikTok, Instagram, and retail media placements, as well as content shared via Jessica Alba’s personal platforms.

By integrating ambassador-led storytelling with product updates, LUNA Bar aims to strengthen its connection with consumers and highlight its role as a convenient snack option within daily routines.

www.clifbar.com

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