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.
It was a big effort, with communication across all touch points.
TV. These 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.
In-video iMedia. This 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.
Social. We extended the rebrand to social with announcements, giveaways, the brand history, product details and more. Within weeks of the launch, the fan base grew significantly.
Radio. A humorous take on the reality of the cereal aisle, with a spin that communicates the wholesomeness of Sunbelt's granola cereal.