Savor the Start: Purely Elizabeth's Remarkable Growth Sparks Debut of Major Ad Campaign

Purely Elizabeth Launches First Large-Scale Advertising Campaign

Purely Elizabeth, a brand known for its granola and breakfast foods, has recently announced the launch of its first major advertising campaign. This decision comes after the company saw impressive results in the first quarter.

The campaign, titled "Savor the Start," aims to inspire consumers to recognize the impact of small decisions in creating bigger changes. Additionally, it has partnered with Goop, the wellness brand established by Gwyneth Paltrow.

This campaign will be visible on connected TV, online video, audio, out-of-home, and digital displays in cities like Los Angeles, Chicago, Seattle, Denver, and Boston. This light-hearted approach mirrors recent strategies adopted by competitors in the breakfast industry.

Brand Campaign Launch:

Purely Elizabeth, a game-changer in the breakfast industry, has recently launched its biggest advertising campaign yet, aiming to keep up the success it achieved in the first quarter. The company saw a remarkable 56% increase in sales compared to the previous year, making it the best-selling granola in the natural foods market for more than seven years. Through its campaign "Savor the Start," the brand is highlighting the benefits of starting your day with a nutritious breakfast.

Elizabeth Stein, CEO and founder of Purely Elizabeth, believes in the power of beginnings and taking that first step. She stated that their campaign reflects their dedication to offering delicious, nutritious options that empower individuals to make positive choices.

The campaign by Purely Elizabeth showcases how small changes can lead to significant transformation. In a 30-second video, a person is shown enjoying a bowl of granola while a voiceover explains the idea. Starting with that spoonful of granola, it leads to successful meditation, studying with monks, a vow of silence, and ultimately transcending one’s physical form. However, the commercial then brings it back to reality by suggesting to simply start at the beginning, highlighting the product's organic oats and superfoods.

The digital and out-of-home executions for the campaign are straightforward, focusing on the product and its ingredients. Eye-catching headlines like “We made it from scratch so you don’t have to” and “Savor the Start” are used to grab attention. Additionally, Purely Elizabeth has partnered with Goop to showcase their Organic Ancient Grain Original Granola on goop.com, in Goop stores, and as part of a Goop Kitchen exclusive. This collaboration has the potential to connect Purely Elizabeth with health-conscious consumers looking for better-for-you options.

Purely Elizabeth's campaign is in line with recent initiatives by The Quaker Oats Company and Thomas' Breakfast, all emphasizing the importance of breakfast. Quaker's recent campaign included still photos and audio to show how their product can help people of all ages get ready for their day. Meanwhile, Thomas' Breakfast introduced their first brand character ever in a campaign called "Huzzah! A Toast to Breakfast" to encourage consumers to take a moment to enjoy breakfast during their busy mornings.

Editor's P/S:

Purely Elizabeth's launch of its first major advertising campaign signifies the brand's growing prominence within the breakfast foods sector. The campaign's emphasis on the transformative power of small decisions aligns with the growing consumer trend toward mindful and healthy choices. The partnership with Goop further enhances the brand's credibility and connects it with a discerning audience. This move reflects the competitive nature of the industry, with other players such as Quaker and Thomas' also recognizing the importance of breakfast and investing in marketing efforts.

Overall, Purely Elizabeth's campaign appears to have a strong foundation. The focus on the positive impact of starting with nutritious choices resonates with consumer values and the creative executions effectively convey the message. The collaboration with Goop provides additional exposure to a targeted audience. It will be interesting to monitor the campaign's performance and its ability to drive brand recognition and sales growth for Purely Elizabeth.