A new animated campaign for Hain Celestial's MaraNatha nut butter range has fun with the idea that it's "too good" for jelly, so the two go though a painful breakup.
A series of spots by agency Terri & Sandy show a devastated slice of jellied toast trying to cope with the split. In the ad seen here, which is set to an '80s-style breakup song (think Chicago), we seen him going through therapy, drinking alone in a bar and trying in vain to win MaraNatha back before seeing the product being eaten alone, straight from the jar.
Other ads see the jelly character leaving angry phone messages, late night texting after "too much corn syrup," and weeping his way through a box of tissues. Hornet is responsible for the cute animation.
"When we were in creative development, we found ourselves eating MaraNatha directly out of a bowl, spoon in hand," explains Sandy Greenberg, CEO of Terri & Sandy, in a statement. "Suddenly, one of our creative teams envisioned an animated character called 'Sad Jelly' who was depressed because he was no longer needed. We knew right then we had the beginnings of a great campaign, and a big idea for a little fighter brand."
The spots are set to run on TV, in cinema, online and OOH and there will also be digital and social content. The campaign theme will also appear in content partnerships with The Food Network and Cooking Channel and influencer marketing across blogs like PopSugar, Pure Wow and MindBodyGreen.