Clif is hoping to entice more casual snackers with a new Thins product line, using a low-calorie message at point-of-sale to support its efforts.

Clif Thins are made with plant-based ingredients and contain only 100 calories and 5 grams of sugar per pack. The snack, launching across grocery, pharmacy and convenience nationally, comes in Chocolate Chip and White Chocolate Macadamia Nut Natural flavours.

“Our shopper marketing campaign is designed to…drive household penetration while helping to diversify our line of snack offerings, support share and shelf space, and generate excitement among our consumers and retailers,” explains Hilary Hanley, managing director of Clif Canada. “Using eye-catching, relevant creative placed in-aisle and in-device, we’ll capture consumers through shelf blades with coupon for at-shelf conversion, on-pack coupons for instant savings, demos for trial and digital offers for awareness.”

Displays focus on calorie count, crunch and a package contains two bars. Shelf blades have an attached coupon and also highlight calorie count, as well as snackability and the fact that it is plant-based. Hanley tells strategy key messaging on pack for the smaller individual packages is simplified, focused on calories count and there being two bars per pack.

Clif Thins are intended for busy Canadian families, and commuters looking for nutritious on-the-go snacks. Unlike Clif Bars, which are intended for consumers with more active lifestyles, Thins are designed for all snackers to enjoy at various points through their day.

The unveiling of Thins, Hanley says, is based on the insight that many Canadians appear to be forfeiting a regular eating schedule in favour of snacking, with nearly one-half of them indicating that they are busier than they used to be and are most likely to skip breakfast and lunch, attributing to their increased snacking habits.

To ensure its campaign provides for a successful consumer experience, media buys will focus on channels in which distribution is strongest, including account specific marketing, national support, paid search and grocery pickup and delivery.

SMZ led creative design, VaynerMedia led national marketing and media buy. Golin led public relations strategy and execution. Shopper media is planned and purchased internally.