Independent Baltimore agency GKV was appointed as creative and media agency for Snackwell’s and Back to Nature, (both of the Back to Nature Foods portfolio), following a review.
Back to Nature chief marketing officer Dan Anglemyer told Adweek that the agency’s focus on helping challenger brands boost marketshare played a key role in the appointment. The appointment sees the agency adding more healthy lifestyle brands to its roster, after expanding its relationship with weight-loss companyMediafast at the start of the year.
GKV senior vice president, strategic planning director Dan Collins added that “consumers are becoming increasingly vigilant about what they put into their bodies and provide for their families.” Snackwell’s seems well aware of that sentiment, and recently reformulated its products to eliminate high fructose corn syrup, partially hydrogenated oil and artificial flavors and colors.
Both Snackwell’s and Back to Nature have spent very little on advertising in recent years, according to Kantar Media, but that could change with the new appointment. GKV has been tasked with convincing consumers to purchase the brands and incorporate them into their daily routines. To accomplish the goal, the agency has planned a campaign featuring a mix of traditional advertising, digital, social media and experiential sampling.