The team at Cuker Agency shared a behind the scenes look at how the campaign came to be.

Tell us about the first brainstorm session you had.
GoMacro’s Bigger Than A Bar campaign is all about advocating for greater good. Our plan from the start was to communicate that GoMacro is not just a bar – it’s a movement for positive change. The campaign objective was to help grow brand awareness and stand out in a highly competitive market, while also driving online and in-store sales.

What inspired the creative direction for the campaign?
Our creative team was inspired by the plant-based diet movement, and how living a healthy lifestyle positively affects your body and mind. Comprehensive storytelling is always at the forefront of our creative processes. Clearly articulating the message behind the Bigger Than A Bar campaign played a huge role in the overall success of this project.

How did the campaign contribute to Cuker’s mission?
As a company, we are extremely passionate about partnering with growing brands that have a positive impact. GoMacro’s mission aligns with ours in the sense that we both strive to make the world a better place through giving back, education, and forward thinking strategies.

How did you tap into what resonates most with GoMacro’s audiences?
GoMacro has a loyal audience of individuals who value authenticity, quality, and a balanced lifestyle. Our goal for GoMacro’s Bigger Than A Bar campaign was to connect with consumers who might not be as familiar with sustainability, organic ingredients, and plant-based protein in order to educate them on the nutritious, yet delicious experience of biting into a MacroBar. We wanted to not only resonate with their current audience but gain new GoMacro lovers by piquing their interest with thumb stopping creative, exciting storytelling, and integrated digital marketing.

To spread the word about “Bigger Than A Bar”, we launched a 360 cross-channel digital marketing campaign, utilizing social media, search, video, audio, display, and an effective email and SMS marketing strategy.

What were the results of the campaign? Did you successfully connect to the audiences?
We successfully launched the Bigger Than A Bar campaign – driving brand awareness and building a deeper connection with GoMacro’s target audience. With a powerful brand story, beautiful imagery and strong digital presence, GoMacro saw 10x online sales growth. Cuker has helped GoMacro become the #1 selling bar brand in the natural channel and launch into national big box retail distribution. Through the power and reach of digital, GoMacro is now on the way to becoming a household name.

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