The bulk of the roughly $12 million Hain pledges to put against consumer marketing next year will go toward building the company's top brands: Celestial Seasonings teas; Westsoy soy beverages; and Health Valley, an umbrella brand that encompasses natural products ranging from soups and cereals to toaster pastries and crackers. Earth's Best, Terra Chips and Garden of Eatin' will also get first-time support.
"We've been spending our money to get distribution, and now that we have it, we need to spend the money to get the consumer," Ms. Putman said.
Specifically, Hain is focused on building its "rocket brands" among a group of consumers Ms. Putman calls "crossover shoppers," the wider audience of people who have all of a sudden become interested in all-natural and organic foods. Health Valley will be the first of Hain's brands to get TV support with a test of a targeted cable ad in select markets in April. The ad, like the first-time newspaper insert that broke recently, touts the family of brands as "The natural place to go for taste and nutrition." Quinn Fable, New York, handles.
STARTING IN JANUARY
Celestial Seasonings, run out of the unit's former company headquarters in Boulder, will get print support beginning in January from Sterling-Rice Group, Boulder, Colo.
Westsoy soy beverages will get its first ad support in January, likely continuing with the tagline created for the brand by Hard Hats, New York, "Westsoy knows soy best" (AA, July 17).
For Earth's Best baby food, Hain will begin a first-ever print campaign beginning in October. The budget comes from money previously spent on direct mail to second- and third-time moms, which was found to be less effective than an ongoing coupon effort targeted at first-time moms.
The campaign, which will appear in American Baby, touts the full line of all-natural, all-organic and non-genetically modified baby foods as "The earth's best way to grow." Creative features a little girl pulling vegetables from an overflowing basket of fresh fruits and vegetables. Sterling-Rice handles.
Pending the construction of a second plant to produce Terra Chips, Hain will extend the print campaign launched last year for the exotic vegetable chips that features the tagline, "Mark your Terra tory . . . must get hands on Terra." Lotas Minard Patton McIver, New York, is the agency. Garden of Eatin' too is the focus of a national print campaign from Lotas Minard in magazines such as Cooking Light, Natural Health and Healthy Living touting the breadth of varieties in the line with the theme, "From Red Hot Blues to Chile & Lime . . . Organic tastes better."