Annie’s Democratizes Organic for Everybunny™

Annie’s, Inc., maker of America’s favorite childhood foods with natural and organic ingredients, launched its new brand campaign demonstrating how the company is bringing delicious, organic food to nearly every aisle of the grocery store, and making organic more accessible than ever before.

On the heels of a compelling survey, the campaign was guided by findings that show only 23 percent of people in the U.S. believe they can afford to buy organic food and only 25 percent of people believe that organic versions of their family’s favorite foods are available in their grocery store.1 Having seen rapid expansion over the last few years, Annie’s plans to launch 30 new certified organic innovations this year, with new offerings in a variety of categories, including cereal, yogurt, soup and baking. In addition to its growing portfolio, Annie’s will also see increased distribution for both new and existing products nationwide.

“Annie’s has been passionate about organic for decades and believes it’s better for families, farmers and the planet we all share,” said John Foraker, President at Annie’s. “But, we don’t think organic should be reserved for certain social or economic demographics. That’s why we are putting a stake in the ground and making organic more accessible for more people in the U.S.”

The new integrated digital campaign, “Organic for Everybunny” reinforces today’s consumer demand for organic, which has seen double digit growth since 2015.2 The campaign launched on Facebook on Friday, Aug. 19, where Annie’s has already seen huge success engaging and nurturing its loyal fan base, and aims to reach new and existing households. The campaign, which marks Annie’s largest campaign spend to-date, features Annie’s latest certified organic product innovations, including yogurt, cereal, granola bars and soup, alongside irresistibly cute live bunnies in videos tailored to viewers.

Additional survey findings include:

– Only 31 percent of people think buying organic foods positively impacts the environment.
– Only 34 percent of people believe that organic foods taste as good as conventional foods.

The campaign will run on Facebook and other digital channels through the fall.