Protein snack brand Perfect Bar has just released its latest campaign, "Perfect Impostor."
Developed with the help of creative agency The Community, it aims to help shoppers find Perfect Bars in the refrigerated section of grocery stores to highlight the products' freshness and that they're "certified organic."
By planting a GPS device disguised as a Perfect Bar on grocery shelves, shoppers can search for hidden beacons that will guide them from the snack aisle to "refrigerated heaven."
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The campaign also features reality TV star Chelsea Blackwell from "Love Is Blind," who is well known for being a celebrity lookalike.
"I’m excited to partner with Perfect Bar to make sure no one gets duped by impostors in the snack aisle and to hopefully drive unanimous perceptions that freshness belongs in the fridge," she said in a statement.
As part of the promotion, shoppers can text FRIDGE to 83715 to receive a free Perfect Bar while supplies last.
A 'Perfect Impostor' Among Us
In the full spot, confused shoppers are filmed as they discover the impostor Perfect Bar, which guides them to the refrigerators while cracking jokes.
"Now, wrap your hand around me, and I'll walk you there — away from this room-temp purgatory. And when I say, 'walk you,' I mean you walk and I guide you," the device says.
Upon reaching their destination, shoppers received a free Perfect Bar.
The ad highlights the difficulty shoppers often face when looking for Perfect Bars in grocery stores, due to their need to be refrigerated to maintain freshness.
According to Leigh Keith, co-founder of Perfect Snacks, 80% of American shoppers have a hard time locating Perfect Bars, with many still checking the snack aisle.
Keith went on to state that the company was the first to launch a refrigerated protein bar made with fresh ingredients and no artificial preservatives, way back in 2005.
"Perfect Bar is so fresh that when you go to the snack aisle, you won't find it — because it's in the fridge, where fresh things live," the ad's narrator explains.
Advertising agencies help brands like Perfect Bar translate their unique selling points into fun, attention-grabbing marketing stunts.
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Editing by Katherine 'Makkie' Maclang
