• by Larissa Faw , September 12, 2018

Nature's Bakery is launching its first work with Red Tettemer O’Connell + Partners (RTO+P). 

The "Fuel the Phenomenal" creative suggests how its snacks help kids excel as they overcome various challenges.

“Bike Spill” shows how a young boy gets back on his bike after a crash. The second spot, “Raspberry Pi,” follows a young girl as she builds a small robot. Each end with a product shot explaining the bar's nutritious ingredients. 

The media buy is timed to coincide with back-to-school and runs  across Hulu, YouTube, Viant, Facebook, Instagram, and Criteo. 

While the creative and target buyer aren't necessarily different from previous campaigns, RTO+P's influence is seen in the multi-tiered video approach that is designed to start with connected TVs and work down to mobile.

"Each video touchpoint has a different targeting methodology to tie the experience together for our audience around Back-To-School," says an agency spokesperson. "In addition, we transformed some of Nature's Bakery's retail partners into media partners to fully close the loop and show a direct impact on sales."

RTO+P officially became Nature's Bakery's AOR in May.