Annie's Homegrown — Courtney Lovell

Courtney Lovell

Marketing Leader | Trusted Advisor | Account Director

ANNIE’S HOMEGROWN

Annie’s food is organic and natural. Never fake. It’s tasty for the exact same reason it’s good for you: It’s real. Real food tastes better. That’s why you feel just as good eating it as you do serving it. That’s why we say: Annie’s. Good and Good.
Annie’s Homegrown, Good and Good campaign was their first ever, traditional marketing campaign which included broadcast and digital. We also created a Annie’s app that included games and education for kids, deals for mom and dad and recipes using Annie’s products. The campaign increased sales of Mac & Cheese 600% vs. the control market and lifted brand awareness 6.6%.

“REAL FOOD TASTES BETTER. ”

ANNIE’S MAC AND CHEESE PIZZA

Annie’s was launching a new product that combined two of their best sellers, Annie’s Mac and Cheese and Annie’s Pizza. They needed to create awareness and buzz around this new product on a shoe strap budget.

We know kids love mac and cheese. And we know that kids love pizza. But what would kids do if faced with a decision? Would they ignore these dinnertime staples and wait 10 minutes for Annie’s Mac and Cheese Pizza? Inspired by the Stanford Marshmallow Test of the 1960s, we put together our own hidden camera experiment using kids in our community to find out. The results were painfully adorable.

While generating consumer buzz for Annie’s, the film also became the most watched film on Creativity-online.com, and was featured on Advertising Age, the Egotist Network, and Agency Spy.