After Years of Scant Ad Support, SnackWell’s and Back to Nature Pick a New Agency

GKV takes on creative and media

So far in 2016, GKV is bulking up on accounts in the healthy lifestyles category.

Today, the independent agency in Baltimore said it added creative and media chores for SnackWell's and Back to Nature to its roster. Both brands are part of the Back to Nature Foods portfolio.

The mission: convince consumers to give the brands a try—and, hopefully, integrate them into their daily regimens. Toward that end, a mix of traditional and digital advertising, social media and experiential sampling is planned.

GKV picked up the assignment following a review. The agency specializes in helping challenger brands boost market share, and that expertise played a key role in the client's decision to hire the shop, said Dan Anglemyer, CMO at Back to Nature. GKV's work in the healthy lifestyles category was also a factor in the shop's selection, he said.

As the year began, the agency significantly expanded its relationship with weight-loss company Mediafast, adding media and social to its creative mandate. A national multimedia campaign, tagged "Your Year," is now rolling out nationwide.

For GKV, adding SnackWell's and Back to Nature provides another high-profile platform at a time when "consumers are becoming increasingly vigilant about what they put into their bodies and provide for their families," said Dan Collins, senior vice president at the shop.

SnackWell's provides low-fat cookies and pretzels, among other items, and recently reformulated its product line to remove high-fructose corn syrup, partially hydrogenated oil, and artificial flavors and colors. Back to Nature offers a range of foods—including crackers, granola, trail mix and juice—made without artificial flavors or preservatives.

In recent years, SnackWell's and Back to Nature have received scant ad support, per Kantar Media, so any concerted push by GKV would constitute a major increase in the brands' public profile.