Our friends at MEC have won the social account for Natural Balance Food's 'Nākd' bars. The aim of this year-long campaign is raise awareness via social media channels. They will look to expand on their current core market of health aware individuals; made up of vegans, vegetarians and people with intolerance. While also specifically targeting what they call "health balancers", these are ABC1 women aged between 18 and 44 who try to improve their health and diet by doing things like avoiding added sugar, drinking more water and not eating food groups despite being tolerant of them.



 Marina Love, marketing director at NBF explained that "We’re keen to grow our audience and we understand the importance of targeting a more mainstream consumer group via social media channels,". She added that, "MEC really impressed us with its understanding of the challenges facing our business, as well as with its knowledge of our target audiences. We are looking forward to working with MEC to deliver a campaign with real cut-through.”

 They hope the use of social media will help drive traffic to the brand website (www.eatnaked.com), create online brand advocates (I can testify for their 'Cashew Cookie' bar!), while also encouraging trial and repeat purchases.

 Nick Dobson, head of digital engagement at MEC, stated: “We are thrilled to have been appointed to take on this ambitious social media campaign for Nākd bars. We are confident that our planned social activity will effectively reach and engage with a new audience helping to grow the brand and its associated products.”

 This comes one month after MEC announced a number of appointments alongside the restructuring of its EMEA headquarters and Global Solutions arm.

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