Annie's Homegrown is introducing a new integrated digital marketing campaign using bunnies to underscore the brand's imagery. The campaign, which the company says marks Annie’s largest campaign spend to-date, introduces Annie’s latest "Certified Organic" product offerings, which include yogurt, cereal, granola bars and soup, in videos tailored to viewers.
The expanded product offering and campaign come two years after General Mills purchased Annie's for $820 million. This campaign coincides with General Mills' push to expand Annie's beyond the organic and natural food aisles to be placed alongside mainstream food products.
The work was created and produced by General Mills' internal agency, the Bell Shop, with leadership from General Mills' chief creative officer Michael Fanuele. Annie's doesn't have an agency of record on retainer.
The campaign is first launching on Facebook starting today. The social network serves as a strong platform to reach new and existing households, says the company.
The concept is designed to raise awareness of Annie’s brand and organic movement. Shoppers need to know that "delicious, organic food" is available in nearly every aisle of the grocery store, and that organic is more accessible than ever before, the company asserts. Annie's research shows only 23% of Americans believe they can afford to buy organic food and only 25% of people believe that organic versions of their family’s favorite foods are available in their grocery store.
The "Stocking Shelves" anthem video shows a bunch of bunnies roaming a grocery store sitting on shelves and hopping down the aisles. The spot ends with the tagline that the organic brand is truly for “Everybunny.”
Then, fans will receive a custom "chew down" follow-up video tailored to them. The clips show fans eating Annie's products like bunnies.
Finally, the third video will retarget with lead generation ads with a carousel of lifestyle imagery with people having bunny ears.
“With nearly 30 new certified organic product offerings this year and a commitment to help convert more farmland to organic, Annie’s is leading the industry,” says John Foraker, president, Annie's. “This campaign is a testament to our commitment to the space and our resolution to bring more organic to more people and places than ever before.”