Wednesday, February 11, 2009

Nutribar Punches Up Marketing Campaign


Enlists PUNCH Communications for product launch

TORONTO – February 10, 2009 – Stella Pharmaceutical announced the successful launch of their newly formulated meal replacement brand, Nutribar®. The campaign for Nutribar was executed via a national public relations, marketing and advertising program promoting the new formula, packaging and web site. The strategy and media relations for the launch were created and implemented by PUNCH Communications Inc.

“We’re excited about the integrated marketing launch for our Nutribar brand,” said Brenda Embree, VP Marketing, Stella Pharmaceutical. “We’ve implemented creative PR tactics, backed by a national interior transit advertising campaign and plan to keep the momentum going with online communications.”

To generate brand awareness for the product announcement, Nutribar commissioned Harris Decima to conduct a survey to better understand Canadian women’s perceptions of self image and nutrition habits. The survey results revealed that while Canadian women are well versed in good nutrition they face obstacles to eating healthy and often skip meals.

Nadeen Boman, nutritionist and host of Slice Network's 'The Last 10 Pounds Bootcamp’ and ‘Bulging Brides’ was the lead spokesperson for English Canada while Canadian Olympic athlete Nathalie Lambert, was the spokesperson for the Quebec market.

To increase awareness for the product launch sampling was executed in Toronto at The Total Wedding Show in January. The sampling program is slated for more locations including select Town Shoes stores. Nutribar will also be initiating a contest with LaSenza and their new active wear line “Spirit”.

To complement the revamped formula, Nutribar also introduced new packaging that was designed to bring the product line into one cohesive look. Created by Marovino Visual Strategy the design enhances the brand’s communications that promise to deliver on satisfying hunger.

Also supporting the launch is the newly re-designed website ( created by BAM Strategy and a national interior transit campaign with creative done by Wild Mouse Advertising and the ad buy conducted by VMC Media of Toronto.

About Nutribar
Nutribar shakes have been available in Canada since 1979 and bars since 1987. Nutribar is formulated under the meal replacement regulations of the Food and Drugs Act of Canada. Meal replacements provide the body with the equivalent of a complete nutritionally balanced meal but with lower caloric content than most regular meals. One Nutribar contains all the essential elements of a complete meal. For more information visit

About PUNCH Canada
PUNCH is an award-winning public relations and marketing communications agency based in Toronto with affiliates across Canada and Europe. For more information visit:


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