Making good food choices doesn't have to be so hard.
That's the message Annie's Homegrown delivers in its first national ad campaign, created by Fearless Unlimited, the agency launched this year by creative star Alex Bogusky with a bent toward social change.
"Choose Good" is the theme across the work, which includes a 60-second anthem spot that shows busy folks struggling to feed themselves and their families well. Of course, in our hectic world, it's not always easy to plan ahead, shop for local ingredients, cook from scratch or even read labels. Luckily, we're told, Annie's is here to help with nourishing macaroni and cheese, soup, pizza and snacks.
"Good can be hard," the ad concludes, but "good can also be easy." The ad achieves a breezy style that wouldn't seem out of place in commercials for Kraft or Mondelez. A second spot specifically touting soups will follow.
Moms with younger children are a particular focus for the campaign, but "our target is really anyone who is working to make good choices for themselves and the people they care about," said William de Lannoy, communications strategy director at Noble People, which is handling media. Connecting with consumers at "moments of good intention" is paramount, de Lannoy said. Those are defined as "any time mom is actively pursuing inspiration, seeking help or searching for recommendations for feeding her family."
"The consumer has the best of intentions when it comes to eating well, but today it's harder than ever," said Fearless co-founder Dagny Scott. "It can take time and effort, and even when you care deeply it's hard to know who and what to trust. Research showed us that Annie's is a brand that is deeply trusted and shares the same values as consumers," so the positioning makes sense.
"Because we make cleaner versions of convenient foods families love, Annie's can be the little relief that consumers need these days," added Keely Fadrhonc, senior marketing communications manager at Annie's.
Eschewing traditional TV, the videos will appear on Hulu, YouTube, the brand's social channels and various online publications. Annie's is also working with Pinterest influencers to engage moms.