• by Les Luchter , April 26, 2023

Celebrating its 50^th anniversary this year, MegaFood from the start has offered supplements that combine real fruits and vegetables with vitamins and minerals. Now, it wants consumers to know that its ingredients are also “Plant-Powered for the People.”

In an awareness campaign from the High, Wide and Handsome agency, MegaFood uses a huge megaphone to blast out that message in :30, :15 and :06 spots.

“MegaFood is a movement, a mission,” declares a MegaFood-jacketed woman in the longer spots.

“Nutrient-rich! Planet-first! Join the movement,” says the short version.

There’s also a separate :15 spot for MegaFood’s best-selling product, Blood Builder, which is said to improve energy levels and fight fatigue through its combination of beetroot, oranges, fermented iron, vitamin B12 and other nutrients. “Up With Iron! Down With Side Effects!,” says the ad.

The campaign -- which also includes banner and native ads -- is running through the summer on paid social (YouTube and Meta) and “a multitude of sites and all major CTV streaming platforms through a programmatic digital buy,” Matt Smith, MegaFoods’ vice president of marketing, tells Marketing Daily. GP Generate is the media agency.

Two different audiences are being targeted, Smith says: women aged 35-54 for the main campaign, and all adults 35-54 for Blood Builder. “Additional targeting layers are also implemented, which allow MegaFood to further home in on the most qualified consumers,” Smith adds. “These layers include, but are not limited to, interest, behavioral, purchase-based, lookalike and retargeting.

In addition to generating awareness and trials of MegaFood products, the brand ‘s campaign announcement says the ads serve as “a rallying cry for a grassroots movement highlighting the importance of healthy soil as the foundation of our nutrition.”

"Now more than ever before, it is vital to support sustainable, soil-friendly farming practices,” Smith said in a statement, “and our goal with this campaign is for people to discover that MegaFood is a brand that cares for their personal health and the health of our planet."