• by Larissa Faw , February 2, 2016

The preference among Americans for whole, simple ingredients forms the basis for Larabar's first TV advertising campaign. Three in four (72%) believe there is a difference between packaged food and “real” food.

Developed by agency Fallon, the "Food Made From Food" campaign features a 60-spot that includes a remake of the song “Little Boxes,” the theme song for Showtime’s Weeds. 

The song’s words are changed to reinforce the client’s claim that its snack bars contain only real food. The flight includes buys on NBC, Fox, CW, ABC on shows like “The Bachelor,” “New Girl,” “TODAY” show, “Good Morning America,” “The Tonight Show,” "Jimmy Kimmel" and “Scandal."

In addition, several  :15 spots will also air throughout the campaign on TV, social and digital.

Larabar, a General Mills brand, is also launching a partnership with the nonprofit Feeding America to help raise awareness about hunger.

Promoted by celebrity spokesperson Haylie Duff, people are encouraged to share a photo, video or a tweet with the #ShareRealFood hashtag or to participate in off-line activities, such as volunteering at their local Feeding America food bank. The initiative is to make "real food accessible to all."

“As we take the national stage with our first TV ad, we are spreading our mission at a critical time. The holiday giving season has come to a close, which can leave food banks in need of more support for the millions of Americans who struggle with hunger,” stated Rosanne Ranta, Larabar’s associate marketing manager. 

This is Fallon's first work with Larabar.