LivBar is a brand of premium nutrition bar created to fit the diets of individuals with nutritional deficits. Founded by Jan Johansen after searching for the perfect bar that’s suitable for her nutrition clients, she took it upon herself to create one using real ingredients such as seeds, fruits and spices. As a purpose-driven brand, its mission is to remove the veil in the Big Food Industry and promote transparency in health and nutrition by empowering people to choose what’s good for their health and the planet.

The brand sought out Publicity For Good to expand its product’s reach to allow more people to both try its product and make them aware of its brand’s story. Previously, Livbar was only sold at farmers’ markets and local retailers, and now they’ve focused on national distribution. As a result, they’re now available in 50 states. By capitalizing on national publicity, they hope that brand awareness will be maximized and sales turnover in their retail channels can be accelerated.

To achieve these goals, it was absolutely crucial to highlight LivBar’s various key aspects that made them unique and a premium nutrition bar. We sought out opportunities in major retail and business publications, health and nutrition channels, health, food and fitness influencers and other media that can help promote the brand’s product and story. It was also non-negotiable to send out product samples to maximize LivBar’s reach and increase its credibility for its target audience on a national, or even global scale. From our pitching efforts, we gained huge momentum by focusing on outdoors and hiking media positioning the bar as the best bar to hike with. 

Publicity For Good had an exceptionally successful campaign with LivBar. We were able to accumulate a total of 100 media opportunities for LivBar, 86 of which are already live including features on Before It’s News, Mind Body Green, Smarter Travel, KRDO Radio, Entrepreneur, Nosh, The Gadgeteer, Blue Ridge Outdoors Magazine,  The Food Institute and Veg News among several others traditional and non-traditional media channels. Our live links achieved a total reach of over 9.5 billion media impressions. We were also able to send out a total of 37 product samples to a variety of media outlets for reviews, insights and features. All in all, our opportunities accumulated a total publicity value of around $104,000. Awareness Day campaigns that we focused on included: National Nutrition Month, National Non-GMO Awareness Month, Earth Day, National Sustainability Month, Holiday Gift Guides and New Year New You Products. 

LivBar’s campaign with Publicity For Good effectively made a dent in the nutrition bar industry which may translate into a higher sense of credibility for the brand and its various products. We were also able to effectively advocate for the brand, its story and its mission to help empower people to choose what’s good for their health and the planet.


“So for the past month, I have been snacking on this box of LivBars. They come in a variety of flavors. This is a baked, organic super food bar. It’s a nutrition bar, it’s an energy bar and lately I’ve been using it as a meal replacement. So I travel a lot and I eat all kinds of odd times in a day, always on the go. And so these LivBars have been so great. I simply throw them in my back, my purse, I can eat them on a plane, they’re a great snack in between meals. But here’s why I really like LivBar — as I’ve said, it is a superfood and they are totally serious.”

— Karen LeBlanc, Amazon

“Welcome to another episode of The Action and Ambition Podcast. Joining us today is Wade Brooks, the CEO at LivBars, a food manufacturing and selling company that provides organic bars free from gluten, soy, corn, nuts, GMOs, and preservatives. Wade is also the Founding Board Member of The Greater Sum Foundation, a 501(c)3 foundation supporting innovation in the nonprofit sector by providing funding, subject matter, expertise, networking, and professional development opportunities to scalable early-stage nonprofits.”

— Entrepreneur

"I love to recommend this superfood bar to vegan eaters. It boasts 6 grams of plant protein, as well as 10% of the daily value for iron—a nutrient that many vegan eaters struggle with getting enough of," says Gorin. "I also love that LivBar is one of the only baked energy bars on the market, which means it has a really delicious and complex flavor profile. Also, how cool is it that the wrapper is compostable?"

— Mind Body Green

Services Offered:

  • Traditional & Digital PR Services 
  • Seasonal gift guides
  • Round-ups  and listicles
  • Blogger seeding 
  • Awareness Day campaigns 
  • Product launch strategy 
  • Industry & trade media relations 
  • Trade show support
  • Regional press to support retailers

Impact Achieved

  • Total Media Opportunities: 86 includingMind Body Green, Smarter Travel, KRDO Radio, Entrepreneur, Nosh, The Gadgeteer,  and Veg News
  • Total Live Links: 100
  • Audience Reach: 9.5B
  • Products Sent: 37 
  • Publicity Value: $104,000 

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