The brand’s inaugural campaign titled “Savor the Start” reflects the company’s need to expand consumer awareness to complement/support distribution gains.
“As our distribution and retail presence has increased, it was important for us to [increase] brand awareness to scale with that distribution growth. We have a core devoted audience, and we see an opportunity to grow this passionate base through a large scale campaign,” she said.
The 30-second ad brings the message of “the power of beginnings and taking that first step” for positive healthy choices and highlights Purely Elizabeth’s granola clusters with organic oats and superfood ingredients, Stein said in a statement.
The ad is featured across television, online video and audio slots, in addition to out-of-home and digital display across markets including Los Angeles, Chicago, Seattle, Denver and Boston.
The company also partnered with goop for a 360-partnership featuring Purely Elizabeth’s Organic Ancient Grain Original Granola on goop’s website, stores and goop’s food delivery service goop Kitchen.
Prioritizing ‘differentiated, new products’
Stein attributed Purely Elizabeth’s growth to “great product, innovation and distribution,” which includes certified gluten-free granolas that contain coconut oil and superfoods like organic oats, quinoa, amaranth and chia that offer a dynamic taste and texture profile for consumers.
Purely Elizabeth relies on retailer feedback and data, which shows “that we are bringing in new buyers (households) to their granola category,” Stein said.
The company’s nationwide distribution reaches retailers like Whole Foods, Kroger, Walmart and Erewhon, among others.
Innovation bring ‘snacking into the breakfast aisle’ while maintaining ingredient quality
Purely Elizabeth launched its Cookie Granola in January with full distribution in July at all major retailers. The launch reflects the company’s focus on introducing “differentiated new products,” which “bring snacking into the breakfast aisle” Stein said. The granola contains 6 grams of sugar and features a crispy, cookie-like texture made with whole grains and coconut oil.
Additionally, Purely Elizabeth’s Banana Bread will be available at goop Kitchen this summer in Los Angeles and Orange County, Calif.
“We will continue to focus on ingredient quality, which is the foundation of our product. This includes our ongoing commitment to organic, gluten-free oats, sourcing regenerative coconut oil and coconut sugar, and diversifying our ingredient portfolio to include more ancient grains like sorghum,” Stein said.
