PowerBar pumps up PR, social with Imre hire

The brand is facing increased competition in the nutrition bar space from rivals such as Kind Healthy Snacks and Clif.

GLENDALE, CA: Sports nutrition brand PowerBar has brought on Imre as AOR for PR, social media, and creative services.

It selected the agency after working with Imre on various projects over the last 18 months, including the Don’t Let You Stop You campaign last May. That effort engaged cyclists and highlighted the brand’s global sponsorship of the Tour de France and its partnership with the BMC Racing Team.

"Our expertise as a fully integrated agency will help reinvent this brand that has really been the creator of the sports and nutrition category that has exploded in recent years with competitors, such as Clif and Kind bars," explained Matt Saler, director of sports marketing at Imre.

With a team of more than 20 staffers working on the account, Imre will engage fitness media and consumers more broadly to tell PowerBar’s story, said Saler. The agency will also leverage members of PowerBar Team Elite, the brand’s grassroots athletic ambassador program, to build buzz.

Imre’s Baltimore and New York teams will lead account work, he added, but staffers in all of the firm’s offices will be involved.

"PowerBar is going to be a great example of the type of integrated work we can do," said Saler.

Representatives from PowerBar were not immediately available for comment. Contract length and budget information were not disclosed.

Earlier this month, PowerBar parent company Post said it will close a production plant in Boise, Idaho, and lay off 165 staffers in a move to save about $4 million and boost profit. Post bought the brand, along with fellow sports nutrition brand Musashi, from Nestle in February 2014.

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