CLIF Bar & Company has launched the most significant advertising campaign in its 27-year history, “Make it Good,” which reflects on its trailblazing choices to run a different kind of food company. The campaign leads with a series of quirky commercials including :90 and :30 second anthem spots featuring the CLIF BAR logo’s iconic climber as the lead character. Purposefully designed to break through the clutter of typical food advertising, the ads uniquely illustrate the company’s approach to running a sustainable food company by making intentional choices for the benefit of people and the planet.

“We’ve been unwaveringly optimistic that sustaining our people, communities and the planet is not only good for business but it’s simply better for everyone,” said Gary Erickson, founder and co-CEO of CLIF Bar & Co. “By remaining an independent, family and employee-owned organic food company, we can make long-term investments to benefit people and help lessen our footprint on the planet. We hope to inspire others for more positive action in their communities. That’s why ‘Make it Good’ isn’t just a tagline – it’s a call to action.”

The nutrition bar category leader for nearly two decades, CLIF Bar credits its sustained success to its pioneering Five Aspirations Business Model, a different way of doing business that doesn’t just focus on CLIF bottom line. Instead, CLIF Bar supports five bottom lines that focus on sustaining its business, brands, people, planet and community. In the process, the company has:

  • Led the way as the first organic energy bar and largest private funder of organic research in the U.S., purchasing more than 1 billion pounds of organic ingredients to-date
  • Transitioned to 100 percent renewable electricity sourced through solar and wind energy credits for all CLIF facilities
  • Made all employees eligible to become owners through an Employee Stock Ownership Program and offered a living wage at its bakeries
  • Volunteered 137,416 company hours to community service
  • Donated $49 million in cash and $35 million in food to those in need

“To us, values don’t just live on a conference room wall – they drive every decision we make. We hope that this campaign gets people talking and acting on how their food choices can make a positive impact in the world,” said Kit Crawford, co-CEO of CLIF Bar & Co.

CLIF Bar worked with Callen on the creative campaign, led by founder and chief creative officer Craig Allen and directed by Andreas Nilsson. Both partnered on the award-winning Old Spice campaign. Paul Austerberry, an Academy Award-winner for Shape of Water, contributed to the whimsical set designs.

“The CLIF logo character speaks for the first time while cycling through a series of playful vignettes from organic farms to a magical, sustainable bakery with real people making good, organic food,” said Dan Hickle, vice president CLIF brand marketing. “The intent of these ads is to inspire people to ‘Make it Good’ one positive action at a time.”

The ads will first air during the NBA playoffs and the national campaign will extend to live events, cinemas, and across major media outlets through June 2019. People will be able to learn more about the campaign via social media and at summer events across the U.S. To learn more about CLIF Bar’s ongoing commitment to ‘Make it Good’ go to