• by Fern Siegel , 11 hours ago

Nutri-Grain has a message for the public. It’s “Not Sorry.” Which is also the name of its new social-first campaign. This isn't a big product ad. Its reality TV personalities sharing their affinity for the brand.  

Tombras handled the creative.

The three spots, starring Aesha Scott, Chris Hughes and Cirie Fields, seem to feature an apology. But it’s a wink and a nod, since the focus is the breakfast/snack bar.

Matty Smith, creative director at Tombras, told Agency Daily: “The 'Not Sorry' campaign connects with adults who are constantly making compromises in their own lives. But with Nutri-Grain they don’t have to compromise on snacking because the bars taste great and have 10 grams of whole grains and 10 vitamins and minerals. So our audience doesn’t have to feel like they’re compromising on indulging.”

Nutri-Grain breakfast bars are available in strawberry, blueberry, apple cinnamon, mixed berry, raspberry and cherry. A 2024 Tufts University study found consumers have greatly increased their whole grain consumption, yet it remains below the recommended levels: 3 ounces per day.

The company also refreshed its visual identity with new packaging, part of an industry shift to more eye-catching products, as well as sustaining a new generation of potential buyers and the changing demographics around breakfast.

To join the conversation — @nutrigrain on social, hashtag #NutriGrainNotSorry.

“Partnering with bold, culturally relevant personalities felt like a natural way to bring that message to life,” added Bryndl Fahey, Kellanova senior brand manager.