Larabar Donates to Feeding America, Launches #ShareRealFood Campaign

Snack bar maker Larabar has partnered with Feeding America as part of a larger integrated marketing campaign titled “Food Made From Food” that challenges consumer misperceptions of packaged food.

According to a recent survey commissioned by Larabar, 72 percent of participants responded that there is a difference between packaged food and real food. However, the majority also believe that primary Larabar ingredients fruits and nuts are real food at 90 and 78 percent, respectively. By highlighting the whole, simple ingredients within each bar, Larabar aims to show consumers just how easy it can be to choose real food.

"We believe that the foundation of a sound mind, body and spirit is derived from what you eat, and what you eat is most delicious and satisfying when it's in a whole, natural state,” says Lara Merriken, Larabar founder. “The success of Larabar is a testament to others sharing that same belief and I’m excited to expand the accessibility of real food to more Americans in need through our partnership with Feeding America.”

With the help of The Real Girl’s Kitchen star Haylie Duff, Larabar kicked off the initiative through a $150,000 donation to Feeding America. Consumers are invited to help extend the mission by sharing a photo, video or a tweet with #ShareRealFood or by participating in one of the following ways: donating to a Feeding America member food bank in their community, volunteering at a local Feeding America member food bank, asking a local food bank how to help fight hunger in their community, sharing a hunger fact on social media, or learning more about hunger in their community.

As part of the campaign, Larabar’s first-ever television commercial began airing Jan. 25 to educate that even though Larabar is packaged, it is “food made from food.” The commercial features a remake of “Little Boxes,” sung by indie pop band, Lucius.

“As we take the national stage with our first TV ad, we are spreading our mission at a critical time. The holiday giving season has come to a close, which can leave food banks in need of more support for the millions of Americans who struggle with hunger,” says Rosanne Ranta, Larabar’s associate marketing manager.  “This partnership with Feeding America will help address the issue by empowering the community to join in helping to #ShareRealFood across America.”