• by Fern Siegel , May 31, 2024

Granola and breakfast food Purely Elizabeth has launched its first extensive ad campaign.

Created by TDA Boulder, the brand's AOR, the cross-platform work includes connected TV, online video, audio spots, OOH and digital display across major markets, including Los Angeles, Chicago, Seattle, Denver and Boston.

Purely Elizabeth will utilize social and influencer marketing, such as behind-the-scenes content on the company's owned channels, a Goop Kitchen video featuring CEO Elizabeth Stein and Chef Kim, and IG stories on@ariellelorre alongside a podcast guest spot of Stein.

Apollo Partners is the media agency.

The new work from the 15-year-old vegan-gluten-free food company encourages consumers to “Savor the Start,” suggesting that small choices can deliver healthier results.

The 30-second spot imagines the calm that results from beginning the day with gluten-free Purely Elizabeth granola, baked with organic oats and superfood ingredients.

Maru Berna, TDA Boulder creative director, told Agency Daily: “Purely Elizabeth is known for its outstanding products and for celebrating the wellness journey. The brand needed a voice to match. So we created a fun and relatable spot that embodies a human truth: There's power in just starting."

In addition to ads, the campaign includes a partnership with goop.com. A Purely Elizabeth banana bread will also be available starting this summer in Los Angeles and Orange County. Locations are listed at order.goopkitchen.com. The brand's Cookie Granola will also be available for full distribution in July at major retailers.

According to Stein, more partnerships are expected in the coming months.“We do believe that this campaign is highly extendable, which is one of the reasons we loved it. We see future iterations and already have ideas.”

TDA Boulder's roster includes Daiya, Ibotta, First Bank and Rebel.