Brand: Annie’s Homegrown
Agency: Pereira O’Dell
Published: August 2018
Synopsis:
When it comes to kid food, parents might feel stuck between a rock and a hard place: taste or health. But, with Annie’s, they don’t need to choose. “More Than Just Food” introduces this iconic brand to a new audience, highlighting how Annie’s makes delicious, wholesome, and sustainable food kids love to eat and parents love to serve. It also marks the launch of an ongoing platform that Annie’s will execute against for several years to come. The campaign consists of five spots: “More Than Just Food,” “More Than Just Food – Bunny Fruit Snacks,” “More Than Just Food – Cheddar Bunnies,” “More Than Just Food – White Cheddar,” and “More Than Just Food – Bunny Grahams.”
Each spot highlights how Annie’s not only makes tasty, organic food, but also builds a more joyful world in the process. “White Cheddar” shows a dad saving his daughter’s sleepover with four delicious helpings of Annie’s Mac & Cheese, while “Bunny Fruit Snacks” portrays two girls enjoying Annie’s Organic Fruit Snacks inside their blanket fort. In “Cheddar Bunnies,” a boy devours Annie’s Cheddar Bunnies while his friends look on, visibly itching for a bite until he puts them on the lunch table for sharing. Finally, “Bunny Grahams” shows a mother quieting her fussy child with Annie’s Bunny Grahams. “More Than Just Food” interweaves all four narratives, underscoring Annie’s as an integral component of poignant everyday moments.