Challenge: Create a grassroots marketing initiative to build community and reach active consumers in outdoor meccas across the country, introducing products from the Clif Bar and Clif Kid brands.

Result: Built and executed the template for a Clif Bar / Clif Kid Mountain Town Ambassador program for 9 towns across the country. Hired local Brand Ambassadors to develop and activate programming that would showcase products and build community. Activities and partnerships included:

• Partnerships with local rental shops, outdoor gear stores, lodging, delivery services and events to distribute samples.

• Support of non-profit and community organizations like trail crews and youth sports to build awareness and support the local community.

• Owned weekly activity series including bike rides, hikes, climbing sessions and stand up paddle boarding to build community.