Hain Celestial Group (HCG) has selected Burns Group as AOR for Terra Chips and Earth’s Best Organic Infant and Toddler Foods following a competitive review. The natural food brand previously worked with several agencies on a per project basis.
Now, Burns Group will be responsible for creating and executing an advertising and communications campaign across channels, including social and digital for both brands.
There is no word on the creative direction for either brands, though Hain Celestial plans on bolstering its financial support behind these two brands.
Terra Chips is one of the top-selling snacks in the natural category.
Hain reports the brand has recorded 14% growth in multichannel and convenience category for the past 12-week period. Earth’s Best baby products are also growing, with 8.6% growth in the latest 12 weeks, according to Hain's financial filings.
Earth's Best is currently the top selling kids natural frozen entree SKU.
Burns Group's independent status helped the agency stand apart from others involved in the pitch process, says HCG. It offers a flexible model that was able to apply a more entrepreneurial approach to the Hain portfolio. This, along with their focus on involving consumers in the process, helped secure the win, according to the client.
It’s the second recent review by HCG. Last month, it appointed Terri & Sandy (T&S) as its first AOR for its four Pantry Brands following a pitch. T&S is now responsible for developing creative for MaraNatha, Imagine, Spectrum and Rudi’s Organic Bakery through online video content, digital, social and in-store.