Fearless Unlimited, the agency recently launched by Alex Bogusky, created the first national campaign for Annie’s Homegrown, entitled “Choose Good.”
The brand, which was purchased by General Mills last year, is perhaps best known for its kid-friendly mac and cheese line with “all natural” ingredients, which some point out isn’t much healthier than the familiar Kraft offering. Fearless Unlimited’s digital 60-second anthem ad launching the campaign delivers a familiar message for the brand, targeting consumers who want to eat healthy but don’t always have the time to cook meals from scratch (or read nutritional labels). “Good can grab,” “Good can go,” “Good can eat treats,” and “Good can come from a box,” the spot reassures viewers, excusing them for choosing the easy option.
“The consumer has the best of intentions when it comes to eating well, but today it’s harder than ever,” Fearless co-founder Dagny Scott explained to Adweek. “It can take time and effort, and even when you care deeply it’s hard to know who and what to trust. Research showed us that Annie’s is a brand that is deeply trusted and shares the same values as consumers.”
The spot launched on various online publications, Hulu, YouTube and the brand’s social channels. Annie’s is also rolling out a social effort, working with Pinterest influencers to target moms on the site.