• by Les Luchter , Today

“The noise is a lot,” says Manitoba Harvest in a commercial launching today that seeks to debunk other natural products, while marking the brand’s expansion from hemp seed-based products to ones also using other “superseeds” like flax and chia.

“What if you didn’t need a trend, a routine or a mouthful of duct tape?” the spot asks. “No rules, no gurus, no gimmicks, just one small upgrade -- a sprinkle of energy, a scoop of nourishment.”

Then comes the tagline: “Just superseed it.”

There’s no doubt that the market for seed-based products is growing. Zion Market Research, for one, says it was worth $40.09 billion in 2022 and expected to grow 7.4% annually to $78.16 billion in 2030.

 “Superseed it,” created by the year-old Beers with Friends agency, will run through 2026, with ads running on Meta Media, targeted marketplace and search media platforms including Google, Instacart, Walmart Connect and Kroger Precision Marketing. The campaign will be amplified by the brand’s “network of nutritionist, dietitian, and private chef ambassadors,” according to the brand.

Marketing Daily discussed the campaign with Jared Simon, president of  Manitoba Harvest -- which, as the name implies, is based in Canada, but sold in some 17,000 retail stores across North America. Besides seeds themselves, the extensive product line includes functional foods, cereals, snacks and crackers.

Simon started off with a pun, telling us that the “Superseed It” campaign represents not only “an invitation (but) a reminder to supersede some of the wellness noise.” Consumers, he said, “are overwhelmed with health trends and gurus and crave simplicity.”

 Here's more of our interview with Simon:

Marketing Daily:  Has Manitoba Harvest run previous ad campaigns? If so, how does this one compare in terms of scope and messaging?

Jared Simon: “Superseed It”is a natural evolution of our last campaign, “Fuel Your Day with Hemp,” which focused on the mental, physical, and environmental benefits of hemp for holistic health.

We wanted to carry that same optimism and energy into a broader platform—one that reflects our leadership in the superseed category and growing presence in seed-based foods.

Rather than encouraging consumers to fuel up for more productivity, we wanted to give them permission to step away from the pressure and embrace wellness in its simplest form.

One of the most powerful moments in our process was landing on the question: How might our superseeds be the eject button from trend chasing, gimmicks, and gurus? That line unlocked a clear focus on the consumer and the relief they can find in something as simple as seeds.

“Superseed It”is intentionally playful, but also deeply empowering. It allows us to educate consumers while inviting them to “superseed” everything—from their Sunday scaries to their mid-day snack.

MD: Who’s your target audience?

Simon: The Manitoba Harvest consumer is a holistic health seeker—someone who sees health as a multifaceted journey (mental, physical, and emotional), but who also craves simpler, more efficient solutions to feel better.

Our core audience includes women managing high-stress, demanding lifestyles. They prioritize organic, gluten-free, non-GMO, and superfoods, and they’re looking for convenient, one-stop solutions to bring more nutrients into their families’ diets.

[The typical brand user, he adds, is aged 25–49, 72% women, and college-educated.]

MD: How will you measure success?

Simon: Through both resonance and results. That includes ROAS calculations, A/B testing of messaging, traffic and engagement across branded platforms, and revenue attribution tied to campaign tactics. We’ll also use social listening and brand sentiment tracking to identify opportunities and refine as we go.