Beyond the jingle: How brands are reaching consumers with authenticity and quality

By Deniz Ataman

- Last updated on GMT

Image: Getty/xavierarnau
Image: Getty/xavierarnau

Related tags advertising campaign Snacks

Bush’s Baked Beans, Clif Bar and SkinnyPop are building brand loyalty through multi-channel marketing that highlight each brand’s voice and commitment to values that resonate with their target audience.

As consumers seek authentic messaging and consistent quality from brands, ad campaigns are providing distilled messaging that convey not just product features, but also the emotional connection it wants to build with consumers.

CLIF BAR’s “The Most Important Ingredient is You”​ campaign is inspired by interviews with fans of the energy bars and how they rely on the products to “fuel them to engage in activities they love,” according to the company.

Additionally, CLIF partnered with CLIF Athletes, including tennis star Frances Tiafoe, soccer star Sophia Smith and basketball star, Breanna Stewart to highlight how the athletes “turn the energy bar’s goodness into greatness.”

The brand also plans to partner with more athletes and non-profits with the goal to bolster equity and access for sports and the outdoors.

"'The Most Important Ingredient is You' champions the individual as an integral part of every CLIF-fueled activity, whether it's going for a hike, taking a spin on a bike, or playing pick-up basketball. For more than 30 years, CLIF has been making energy food for active occasions and we want to highlight that we're in it together, to help fuel people to be at their best in the important moments," said Brooke Donberg, Director of Partnerships and Activation at CLIF BAR in a statement.

The video campaign will be available in the U.S. and Canada across multiple channels, including broadcast television, the TradeDesk (a digital marketing company) and YouTube, in addition to social media content across Instagram, TikTok and Facebook, among others.

Rolling that ‘beautiful bean footage’ again after 30 years

Bush’s Baked Beans will play on nostalgia to celebrate 30 years of its canned baked beans with the relaunch of its 1994 ad campaign, “Roll that beautiful bean footage,” starring Jay Bush, great-grandson of Bush’s founder, A.J. Bush. The ad will play on for 30 hours and across television, online sites, grocery stores and digital screens like Times Square on May 9.

Fans also have a chance to win $30,000 or other prizes if they can find a code hidden on the website, with one prize awarded every minute for 30 hours.

The ad serves as a chance to reintroduce Bush's Baked Beans to younger consumers through a multi-platform campaign, with a fresh twist that stays true to the brand's core message.

SkinnyPop gives consumers the “freedom to snack’

The brand recently released three new ads that promote its original flavored popcorn across television, digital, social and streaming platforms.

The 15-second ads, which include standup comedians, feature messaging around permissible snacking with its “Freedom to Snack” campaign, and highlight the product’s three ingredients: popcorn kernels, sunflower oil and salt.

Each ad “capture consumers having epiphanies as they realize that when snacking on SkinnyPop popcorn they do not have to give up taste or quality – they can have it all,” wrote Ryan Riess, VP brand strategy and creative development at Hershey’s in a blog post​.

He continued, “The ‘Freedom to Snack’ campaign was born with real snackers in mind – and the epiphany we all have when we find a salty treat that does not actually have to be treat. … [SkinnyPop] is about eating one piece of popcorn after another to keep snackers satisfied.”

Despite the brevity of each ad, the campaign delivers a consistent message around quality and taste as a better-for-you snack, Riess said.


*Editor's Note: Bush's will award a prize every minute for 30 hours, not for 30 minutes. Additionally, the original campaign launched in 1994, not 1993.


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