Nature's Path focuses on family in new campaign

Nature’s Path has placed health and family side-by-side in “A Step on the Right Path,” a new TV spot for the organic cereal brand. Part of a new brand platform called “A Step in the Right Direction,” the ad aims to demonstrate that although there are many things parents can’t control when it comes to their kids (like manners) teaching them to make healthy nutritional choices is simple if you start early. The 30-second spot shows a teenager pouring the brand’s Pumpkin Flax Granola into his mouth from the box and washing it down with a swig of milk from the carton. When his father asks, “Where did we go wrong?” the teen’s mother responds with, “He’s eating organic. It’s Nature’s Path granola. We did good.” “It’s an insight that we gleaned from research,” said Joseph Bonnici, partner and creative director at Bensimon Byrne. “You teach kids great habits at an early age, and they continue those habits to form not just a habit but a lifestyle. The company as a whole believes in starting them off right and for years to come they’ll be making the right decisions in terms of keeping themselves healthy.” http://youtu.be/bjMEONRmUGU Additional elements of the “Right Direction” platform will roll out across other channels in the coming months, said Bonnici. “Nature’s Path already has a fantastic brand… It’s in a crowded marketplace – so many companies have the word nature in their brand name but are not natural at all. The difference with Nature’s Path is they walk the talk. They are the real deal in terms of the way they produce their products. So we wanted that kind of passion for bringing the best to families expressed in every single part of the brand.” “A Step on the Right Path” began airing in the U.S. Monday and will debut in Canada on Oct. 6. This article first appeared in Marketing Magazine