• by Fern Siegel , 5 hours ago

“Easy to Love,” the new Luna Bar creative campaign, stars actress Jessica Alba as its inaugural ambassador. She touts its “Deliciously Good Agenda” tagline.

This is the gluten-free brand's first creative push in seven years. The campaign is by David North America, while VaynerMedia handled media.

Spots are “Lemonzest,”  “Spokesperson,”  “Texture” and  “Work.”

“I've loved this bar for years. Luna Bar reflects what’s important to me: quality ingredients, great taste and an intentional approach to everyday snacking,” said Alba, who has transitioned from longtime fan to a face of the brand.  

Creative runs across Luna's TikTok and Meta accounts in short- and long-form videos, display at retails and organic social content on Alba's Instagram and TikTok.  

“Luna is a brand with a rich legacy, and this campaign marks a new chapter — bringing its easy-to-love spirit to life through a real fan story that feels both authentic and relevant today,” said Edgard Gianesi, CCO at David Miami.

Created by Clif Bar & Company in 1999, Luna Bar is now owned by Mondelez.