Wait, there's meat in this bar?
The biggest hurdle for Omnibar was educating consumers about the contents of the bar (meat, veggies, occasionally fruit) while setting flavor expectations for a savory goodness that exceeded beef jerky.
After all, Omnibar is not beef jerky.
We came up with a new tagline, adventure fuel, and included information on the packaging to help set flavor expectations from the start. We also used greater visuals of what the consumer was about to experience. And fun. We added a lot of that, too.