When searching for a specific item, navigating an entire grocery store can feel like a Sisyphean task. One refrigerated protein bar brand found an innovative way of guiding customers to the correct aisle.

With creative agency The Community, Perfect Bar launched “Perfect Impostor,” a campaign that helps shoppers find the product on refrigerated shelves, which might not be the first place many of them look for snack bars.

The brand created a GPS device that looks suspiciously like a Perfect Bar but is triggered by hidden beacons, which are designed to guide consumers from the room temperature purgatory of the snack aisle to the fresh fridge section.

Perfect Bar partnered with Love Is Blind star Chelsea Blackwell, who notably received pushback after saying that people have told her she looks like Megan Fox, so she’s somewhat of an expert on lookalikes.

Blackwell uses her detection skills to guide shoppers in the video, which shows confused consumers finding an “impostor” Perfect Bar in the snack aisle. Little do they know, this lookalike comes with a built-in GPS device.

The doppelganger spouts humorous one-liners while guiding consumers to the refrigerators, where they are gifted with a free Perfect Bar for their trouble. The tone of voice for the automated GPS is self-aware, witty and relatable. 

“There certainly were lots of opinions when I shared my experience with celebrity lookalikes,” Blackwell said in a statement. “I’m excited to partner with Perfect Bar to make sure no one gets duped by impostors in the snack aisle and to hopefully drive unanimous perceptions that freshness belongs in the fridge.”

Solving a brand problem

Perfect Bar launched in 2005, but according to the brand, grocery store navigation continues to be a notable obstacle when it comes to getting the product into consumers’ hands. To that end, Perfect Bar fans are invited to text “FRIDGE” to 83715 to receive a Perfect Bar for free while supplies last.

“When we launched Perfect Bar nearly 20 years ago, we paved the way for a refrigerated protein bar with fresh ingredients and no artificial preservatives,” said Leigh Keith, co-founder and chief of brand and mission at Perfect Snacks. “Yet, we still find that over 80% of American shoppers aren’t easily able to locate Perfect Bar in the grocery stores, as many still find themselves searching for protein bars in the snack aisle.”