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Clif Bar begins Make it Good campaign

Snack food maker Clif Bar & Company has begun a new North American advertising campaign called “Make it Good.” According to the company, this is the first time the brand has conducted a television campaign in North America. It consists of 90- and 30-second commercials featuring the climbing character from the brand’s logo. The creative highlights the company’s efforts at sustainability and encourages consumers to make choices that will benefit the planet. The campaign broke on May 17. It will also include live events and cinema ads. The initiative will break nationally in Canada in June. It was developed by Callen.

“The Clif logo character speaks for the first time while cycling through a series of playful vignettes from organic farms to a magical, sustainable bakery with real people making good, organic food,” said Dan Hickle, vice-president of marketing at Clif Bar. “The intent of these ads is to inspire people to ‘Make it Good’ one positive action at a time.”

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