Nature's Bakery believes simple, wholesome snacks are the best fuel for active, joyful lives. Founded in 2011, they soft bake the goodness of real, wholesome ingredients like sun-ripened fruit and hearty whole grains into snacks that are plant-based, nut-free, dairy-free, and non-GMO Project Verified. Thoughtfully baked to make better-for-you snacking a deliciously easy choice that appeals to the whole family, Nature's Bakery products include Whole Wheat Fig Bars, Gluten Free Fig Bars, Fig Bar Minis, Oatmeal Crumble bars, and Brownie bars. Nature's Bakery products are sold nationally at 100,000 stores including Target, Walmart, and Costco and can also be purchased directly at the Nature's Bakery website and through Amazon.
Nature’s Bakery, part of the Mars Inc. family of brands, has a mission that goes beyond snacks: they focus on cultivating happiness. When planning the "Happy to Snack" initiative, they saw an opportunity to connect people with charitable causes in a meaningful way, further aligning with their company values.
Nature’s Bakery wanted to pilot a donation campaign, allowing participants to build boxes of fig bars that supported a choice of three charities: American Red Cross, One Tree Planted, and No Child Hungry. Their goal was to offer participants a way to contribute through donations that Mars would match, ensuring the act of giving was central to the experience. Additionally, they needed to guarantee compliance with commercial co-venture (CCV) laws across different states, a process that felt daunting and complex without expert support.
Nature’s Bakery partnered with Change to navigate the intricate CCV regulations required for their campaign. Change guided them through every compliance step, ensuring that the website and donation process met legal standards across all states. This was especially vital for a company as large as Mars, where risk management is paramount.
Change’s platform also enabled Nature's Bakery to create a unique donation flow. Unlike typical campaigns where the donation happens at checkout, participants selected their charity at the start of the box-building process, emphasizing the charitable impact from the beginning. This intentional design made the experience feel more personal and aligned with Nature’s Bakery’s purpose-driven approach.
Despite the complexities, Change helped expedite the compliance journey, allowing Nature’s Bakery to launch faster than anticipated. The feedback was overwhelmingly positive, with 94% of participants expressing satisfaction with the initiative. The campaign not only strengthened engagement but also underscored Nature’s Bakery’s commitment to change by matching donations.
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