Brief:
Get parents and snack buyers
Who think most granola bars are unhealthy and filled with preservatives
To consider buying Sunbelt Bakery snacks
By communicating they're baked and have no preservatives
The idea:
Sunbelt has been making granola bars and cereals for more than 30 years.
One big problem for the granola industry is that customers have grown more concerned about ingredients like high fructose corn syrup and preservatives.
So recently, Sunbelt decided to rebrand itself with a story customers didn't know: It's actually a granola bakery that uses wholesome ingredients and no preservatives.
These TV spots focus on the bakery story, complete with a baker as delivery man (more frequent delivery is part of their story as well). The spots also have the wholesome tone that Sunbelt is known for.
The in-video iMedia was part of the preroll video buy, and allowed users to explore the new brand and its products without having to leave the video screen.
The radio spot is a humorous take on the reality of the cereal aisle, with a spin that communicates the wholesomeness of Sunbelt's granola cereal.