• by Larissa Faw , November 3, 2015

Justin's, maker of nut butters and related snacks, has always embraced its unique backstory. The company grew from a simple desire of founder Justin Gold -- to seek healthier snacks after he finished mountain biking. The Boulder-based firm has become a company with more than $50 million in annual revenue and 40 employees. 

Now, Justin's is launching its first significant ad campaign since being founded in 2002.

Developed by agency Madwell, the concept focuses on the brand's namesake to demonstrate that the product is high quality and made with good intentions.

"Justin is a real guy," says Jason Harty, VP of marketing, Justin's. "A real guy that loves to create foods with real ingredients; and they taste really good. With Justin’s, there are no hidden ingredients – what you see is what you get, just like the guy himself." 

"We wanted to leverage insights we received from consumers, [their] insights on Justin Gold himself, the taste of the product, the ingredients, and somehow pair it with the brand’s iconic, clean packaging," says Harty. "This is where the challenge came in, trying to figure out the right look, feel and tone for the campaign incorporating each of the above mentioned elements.”  

The effort launched with an online video featured on the brand's campaign landing page. In the next few months, it will focus its media buys online, specifically with EatingWell, Allrecipes.com and Food52, as well as in a few print publications.  

The effort will have a "strong presence via social media," says Harty, citing Facebook, Twitter, and Pinterest, as well as through Google AdWords. In addition, Justin's will place a "highly targeted display" through Catalina BuyerVision and Specific Media, focusing on purchasing behaviors. Lastly, the brand will work with a variety of influencers to spread the word virally. The campaign is expected to run through 2016. 

In all, the message is aimed at its those that may be familiar with its products.

"Rather than focusing on a certain age group and gender, we want to focus on people’s behaviors," says Harty. "We are honing in on the consumer that loves all nut butters and currently purchases it on an ongoing basis, and are speaking to and connecting with them emotionally."