Marketing: Quaker Scores with FIFA World Cup 26; LUNA Bar Taps Jessica Alba

Quaker Scores with FIFA

Quaker is stepping onto the global stage as the Official Breakfast of the FIFA World Cup 26. The partnership centers on bringing people together – from breakfast tables to match days – while celebrating the routines that fuel fans and athletes alike.

As part of the sponsorship, Quaker will back FIFA’s Player Escort Program, giving more than 1,400 youth from all 11 host cities the chance to walk players onto the field during World Cup matches. Through a partnership with Common Goal, the initiative will also deliver nutrition-focused educational programming to underserved youth across community organizations nationwide.

FIFA World Cup 26 packaging will appear across select Quaker products – including Instant Oatmeal, Chewy Granola Bars and Oatmeal Squares – alongside a sweepstakes that gives fans a chance to win match tickets, merchandise and seats at the tournament final.

“FIFA World Cup is one of the most universal moments in global sport, bringing people together in a way few things can, and that’s the same powerful connection we see around the breakfast table every day,” said Tina Mahal, VP of marketing at Quaker Foods, in a statement. “At a moment when millions of fans are inspired and energized, we wanted to be part of a bigger conversation – providing resources and daily nutrition for families and communities.”

Separately, Quaker is introducing several high-protein breakfast and snack products, including Chewy Protein Granola Bars (Maple & Brown Sugar, Caramel Chocolate Chip), Protein Rice Crisps (Chocolate Caramel, Tangy Barbecue) and High Protein Instant Oatmeal (Blueberries & Cream, Banana Chocolate).

LUNA Bar Taps Jessica Alba

Gluten-free snack bar purveyor LUNA is entering a new era with the launch of its “Easy to Love” campaign featuring actress and entrepreneur Jessica Alba as the brand’s first official ambassador.

The campaign emphasizes LUNA Bar’s focus on flavor, convenience and quality ingredients, with Alba starring in a series of social-first videos on TikTok and Instagram. The content highlights how the gluten-free snack bars fit into the actress’s daily routine while reinforcing the brand’s broader “Deliciously Good Agenda” around accessible, intentional snacking.

The partnership marks the brand’s first major creative campaign in roughly seven years and coincides with its first significant product innovation in nearly six years, signaling a greater effort to reconnect with consumers.

As part of the rollout, LUNA Bar recently introduced its new Berry Bars line in Mixed Berry and Strawberry Banana flavors. The new offerings are crafted with organic oats and deliver 7 grams and 8 grams of protein, respectively.

“The debut of our first creative campaign in seven years is the start of a new chapter for LUNA Brand,” said Valerie Van Arkel, director of marketing for the LUNA and ZBAR brands at Mondelēz International, in a press release. “With LUNA Bar, we’re focused on delivering bars with delicious flavors and quality ingredients that fit into your daily routine.”

Conagra Brands Partners with Folds of Honor

Conagra Brands is celebrating America’s 250th anniversary through a new partnership with Folds of Honor aimed at supporting the families of fallen or disabled military service members and first responders. As part of the initiative, Conagra will donate $500,000 to help fund 100 educational scholarships through the organization.

The partnership will also extend into retail, with specially marked packaging across a range of Conagra-owned brands – including Banquet, Birds Eye, Slim Jim, Orville Redenbacher’s, PAM, Hungry Man and DAVID Seeds – designed to raise awareness for Folds of Honor’s mission.

Partake, Unreal and Dandies Gather Around the Campfire

Just in time for summer campfire season, Partake, Unreal Snacks and Dandies have teamed up to launch a Peanut Butter Cup S’Mores Kit (SRP $14.99) at Target stores nationwide. The kit includes eight Unreal Dark Chocolate Peanut Butter Cups, 18 Partake Classic Grahams and eight Dandies Classic Vegan Marshmallows.

“S’mores were a big part of my childhood summers growing up in Boston – the kind of thing you waited for all year. With this kit, we wanted to help people both reconnect and remix those rituals,” said Kevin McCarthy, CEO of Unreal Snacks, in a press release. “As always, we’ve focused on ingredients that reflect how people want to eat today – simple, thoughtful and full of real flavor.”

Grillo’s Teams Up with Burt’s Bees

Grillo’s Pickles has teamed up with Burt’s Bees to launch a limited-edition Fresh Cucumber Dill Moisturizing Lip Balm, which was exclusively available at Walmart. According to Grillo’s, the lip balm reached roughly 50% sell-though within its first week on shelves.