In 2010, Barbara’s introduced a package redesign worthy of its heritage, and needed an advertising campaign to announce the change. This was an opportunity for Barbara’s to both stake its claim as one of the original natural-food brands, and connect with new customers: time-starved moms who are relatively new to natural foods.

Our campaign, in a manifesto-like tone, called out the bad ingredients—stuff you’d never find in Barbara’s products—and celebrated the positive, balanced lifestyle that comes from eating well. We called it “Say NO to the bad stuff and YES to the good stuff.” The photography brought to life “the good stuff”: beautiful, highly emotional, relaxing scenes of a life lived well.

Be sure to check out the Barbara’s search ad teaser campaign and the Barbara’s Facebook application—both feature digital brand experiences that further engage our target in “saying NO to the bad stuff and YES to the good stuff.”