Ad agency Zambezi has won the creative AOR account for snack bar brand Nature’s Bakery after a competitive pitch.

The agency is tasked with handling omnichannel marketing and growing the brand's visibility. First work by Zambezi is expected in April.

Nature's Bakery was founded in 2011 and acquired by Mars, Inc in 2020.

The company said its market share percentage doubled from 2021 to 2024, making Nature's Bakery the fourth-largest player in the snack bar category. Aiming to expand its target demographic and reach more snack-loving audiences, Nature’s Bakery selected Zambezi to further its omnichannel marketing and creative strategy.

The bars are dairy- and nut-free, certified vegan, made without high-fructose corn syrup and Non-GMO Project Verified.

Its signature fig bar is available in seven flavors, including raspberry, blueberry, strawberry and peach apricot.

Zambezi chief creative officer, Gavin Lester, said, “This is a high-performance brand with a beloved, better-for-you product, it’s the perfect creative launchpad.”

Vilma Livas, chief marketing officer at Nature's Bakery, added the agency's “end-to-end creative capabilities mean we can transform bold ideas into reality seamlessly, and we're energized by the fresh perspective they bring to the table.”

Zambezi’s client work includes Health-Ade, Once Upon A Farm, Minnesota Timberwolves and Bose.