• by Danielle Oster , August 15, 2024

Garden Veggie Snacks is highlighting its full pantry of products in a new “Yumbelievably Delicious” campaign.

The effort marks the first national masterbrand campaign for the Hain Celestial Group brand, featuring the full portfolio of its better-for-you snacks. It marks a purposeful shift in positioning, solidifying the adoption of Garden Veggie Snacks as a masterbrand identity, which supplanted the Sensible Portions brand name it launched under back in 2008.

The shift also reflects an attempt to adapt to evolving consumer perspectives on the better-for-you category.

“Yumbelievably Delicious” is designed to appeal to families, with its hero ad imagining a whimsical scenario where tasting the snacks transports family members into situations like being transported on an air balloon guided by a giant tomato, or riding a tortilla chip like a rocket over fields dotted with veggie straw windmills.

The taste-focused campaign made its debut in the U.S. with 15-second and 6-second versions of the ad running on YouTube nationally via paid media, as well as online video channels, and will roll out to Canada as well in the future.

Future supporting campaign elements promoting both the masterbrand and specific products will be featured in social media activations, print, and point-of-sale marketing as well as consumer promotions.

The campaign “will continue as an always on campaign at minimum through the end of our fiscal year in June 2025,” Katrina Borisjuk, Hain Celestial Group general manager, snacks and beverages told Marketing Daily.

“Snacking continues to become a more prominent part of consumers’ lifestyles and eating habits, especially for busy, on-the-go families,” Borisjuk said in a statement.

“More than half of U.S. parents are looking for better-for-you snacks their kids will actually eat,” she added [alluding to a 2024 Mintel “Better For You Snacking Market Report”] “but many worry they will lack the great taste and fun experience of something more conventional.” The campaign aims to dispel those notions, she explained, and position the brand as a tasty and fun option in the better-for-you category.

Primarily known for launch product Veggie Straw, Garden Veggie Snacks expanded earlier this year with the addition of Garden Veggie Flavor Bursts Tortilla Chips – a flavored corn tortilla chips line which, according to SPINS data from June, is the best-selling new better-for-you salty snack product this year. Other products in the Garden Veggie Snacks brand portfolio are Garden Veggie Puffs, Garden Veggie Wavy Chips, and Garden Veggie Stacked Chips.

The campaign launch is the latest in a series of changes to the company under new leadership.  Kellogg's veteran CEO Wendy Davidson took over as the company’s chief executive in early 2023, and introduced a “Hain Reimagined” transformation strategy last September, which emphasized a growth strategy focused on the better-for-you category.