Via Bows Campaign for Hood

BOSTON Via has launched a pair of 15-second TV spots, as well as online and print work, supporting H.P. Hood’s expanded distribution of milk produced without artificial growth hormones.

This marks the first effort for the dairy by the independent agency, which is based in Portland, Maine, and also maintains an office here.

The TV ads target moms and updates the look and feel of the Hood brand. The tagline, “They’re worth it,” was developed by Via. Family imagery abounds. The media buy for the ads focuses on Hood’s core markets in southern New England.

The client here already distributes milk produced without artificial growth hormones in Maine, New Hampshire and Vermont. The new ads tout an expansion of that distribution to Massachusetts, Connecticut and Rhode Island.

“The challenge was to maintain the authenticity of this solid brand while helping them to introduce a new product in an original way. We look forward to our continued work with Hood as the brand continues be an industry leader in product innovation,” said Greg Smith, Via’s CCO.

The client has spent about $5 million annually in measured media in recent years, per Nielsen Monitor-Plus.

Partners + Simons, a Boston-based independent, had done most of the client’s ad work in the recent past.

Via added Hood’s account following a review involving undisclosed competitors.