While consumers are spending more time online than ever, advertising hosted on traditional platforms such as print and television (how vintage!) are actually trusted more than digital formats, according to research from MarketingSherpa. Annie’s, maker of better-for-you foods including grass-fed macaroni and cheese and USDA Organic salad dressing, recently invested in a made-for-TV commercial to authentically tell its story.
“Annie’s has never advertised before and we wanted to do it in a nontraditional, authentic and whimsical way that felt true to our brand," explains Dan Stangler, head of marketing at Annie’s. "We knew we only had 30 seconds to tell the story of our nearly 30-year old beloved brand.”
Designed by the creative agency Bellshop, the spot is a quirky, brightly illustrated animation that communicates Annie’s commitment to craft kid-friendly options without the added sugar, artificial flavors or synthetic ingredients. “Thirty years ago, kids ate what was yummy and moms didn't say no," says the narrator, over depictions of dancing macaroni and cookies. “Then, parents got curious about what was inside, and away those foods went, with fake flavors and dyes. That’s when Annie’s stepped in.” The spot concludes with a watering can cleaning the artificial colors off of happy-looking pasta. “Each illustration, each character is a product of the same care that goes into every product we make and the wonder that underpins our mission to make the world a better place,” Stangler says.