Vanessa Righeimer

RXBAR Layers

Building off its own brand equity, RXBAR wanted to launch a product that could check all the boxes for the indulgent snacker wanting a healthier alternative. This campaign was all about striking the right balance, with the bar that does both.

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RXBAR Plant

RXBAR first launched as a “no B.S.” protein bar suited for cross fitters following a paleo diet. But over time, the brand continued to expand and wanted to provide a protein option for people following a plant-based diet. As lead copywriter, I was tasked with concepting and creating the go-to-market language for this launch.

RX Kids

Parents always want the best for their kids. And that includes giving them the best food, or rather, snacks. Pulling from the key insight that parents are concerned about the high amount of sugar and artificial ingredients found in kids snacks, we tackled the problem head on to create this benefit-driven messaging. After all, snacktime shouldn’t be scary. It should be scary simple.