One year after landing the Terra Chips business, agency Burns Group and parent company the Hain Celestial Group are unveiling the chip brand's makeover.
The concept supports the colors of Terra's root vegetables by emphasizing a more vibrant palette across packaging and signage.
The "Snack in TERRAcolor" campaign is also designed to encourage "consumers to step away from the bland and add color to everyday snacking" by providing colorful images meant to capture their attention as they scroll or stream online, says an agency spokesperson.
The campaign runs across a variety of channels, including YouTube, Roku, Hulu, Amazon Fire, Programmatic, Facebook, Instagram (paid and organic), as well as programmatic digital display and search.
Also, JetBlue will be promoting its 18-year partnership with Terra by running the campaign on its aircraft seatback screens during the month of July, as well as serving chips onboard flights and setting up a Terra chip booth in NYC's JFK airport Terminal 5.
This campaign idea was the pitch-winning concept when Burns Group landed the business late last summer.