Simple Mills

[Executive Creative Director, won pitch]

Simple Mills offers delicious snacks, made with unique nutrient-dense ingredients that are grown with the planet in mind. Having broad distribution in every major retailer across the US but low awareness, the brand wanted to reposition itself to go head-to-head with “traditional” snacks. So we pitched and developed a new campaign (What The Snack™) that featured a new funny tone of voice and bold look and feel. We tapped into the insights of how people feel eating these products — total amazement and delight for their unexpectedly great tasting better-for-you ingredients. (Seriously, their Sweet Thins taste just like Teddy Grahams, if not better).

Thumb-stopping and inherently social, the campaign celebrates the best things about Simple Mills and allows them to stand out in a crowded category. We shot an asset library to create new brand guidelines — laying the foundations for new digital and social content, trade show (ExpoWest), in-store and more.