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Energy snack brand CLIF Bar just launched a new out-of-home (OOH) campaign that celebrates the hardworking participants of one of New York City's biggest running events.
Helmed by agency David New York, several signages were posted across the tri-state area, with uplifting messages that New Yorkers and runners would come to appreciate.
One panel, strategically located along the race route, writes: "Energy to Wake Up at 4AM in the City That Never Sleeps."
Below the copy is an appetizing image of a CLIF Bar, along with nutritional facts to entice the athletes.
Another ad follows the same format, only this time, referencing the city's subway service.
Overall, the latest initiative from the brand and agency is a great showcase of the unique traits that make NYC the city it is, as well as the resilience that its athletes possess.
By speaking directly to the runners, the snack brand is able to pose itself as a brand that understands its audience, strengthening emotional engagement and brand recall.
One With the Run
David NY CCO André Toledo shared his thoughts about the initiative and why the team decided to form a campaign that targeted the runners — something the brand has done multiple times in the past:
“This NYC race is such an iconic sporting event, so we wanted to celebrate not only those who run it but also those who support them, and the energy it takes for New Yorkers to get around the city every day - with commutes that can feel like endurance events of their own."
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Meanwhile, Mondelēz International Senior Director Nicolas Henault shared that with the brand's longstanding legacy of supporting runners, it hopes to embody "the energy, resilience, and spirit of New Yorkers who will run every mile of Sunday’s event."
Henault added that CLIF Bar is looking forward to cheering on and supporting the athletes every step of the way.
The campaign launched last November 1 and ran until November 6, appearing on Subway screens, as well as the race route throughout Manhattan, Brooklyn, the Bronx, and Queens.
Last week, sports giant Nike brought back the iconic Wu-Tang Clan sneaker after 25 years.
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