General Mills’ real food snack bar brand, Lärabar, will become official sponsor of Mind Body Spirit’s ‘Your Wellbeing Podcast’ in a bid to “communicate its mindfulness positioning with new and existing consumers”.
The partnership with Mind Body Spirit kicks off on 1 September and will include dedicated social media posts on the podcast’s channels and 30 second Lärabar branded idents that will feature during each podcast show, to take place over a period of 10 weeks. Product placement will take place in the form of curated Lärabar packages and will be personalised, unique to each guest.
Furthermore, Lärabar will collaborate with illustrator Gemma Correll, known for her humorous yet insightful drawings showcasing everyday anxieties, to create a series of cartoons that will demonstrate the importance of practicing mindfulness and encourage viewers to eat more mindfully. These will be shared across both Correll’s and Lärabar’s social media channels.
The campaign will be underpinned by a national survey of 2,500 UK consumers, revealing their mindful habits and desires.
Adrienne Burke, Marketing Manager at General Mills, comments: “Mindfulness is at the heart of everything that Lärabar stands for.
“Partnering with Your Wellbeing Podcast and Gemma Correll feels like such great fit for the brand at this moment in time, when mindfulness is more relevant than ever, as we continue to communicate our brand ethos to our existing fans and new fans alike.”
