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Purely Elizabeth just launched its first national campaign, jumping on the momentum of its high first-quarter sales.
In partnership with agency TDA Boulder, "Savor the Start" celebrates the power of small but meaningful choices, and making the first move towards one's progress.
A 30-second spot unveiled alongside the campaign perfectly captures this sentiment.
"One good choice can lead to another," the narrator kickstarts the advert, as a man enjoys a bowl of Purely Elizabeth.
Starting his day with the popular granola clusters, this "good choice" led the man to imagine doing things he didn't think would be possible, including meditating for five minutes (or five hours), studying with monks, dabbling in mantras, attaining enlightenment, taking a vow of silence, and even transcending his corporeal form.
Drifting from the moment, the man snaps out of his imagination and back to his breakfast table, where he enjoys his bowl of Purely Elizabeth.
"Savor the Start," the screen writes, as the spot ends.
Harping On Its Growth
Purely Elizabeth's decision to launch a full-fledged brand campaign comes after the company experienced an impressive growth rate of 56% year over year.
"We are at an inflection point in our distribution and want to grow brand awareness and sales," Purely Elizabeth founder and CEO Elizabeth Stein said.
When it comes to the spot, TDA Boulder Creative Director Maru Bernal shares that the brand wanted to leave its viewers with a reminder that one good choice can lead to another, reflecting the encouraging and inspiring tone it set in the commercial.
"Not preachy, or too serious," Bernal adds.
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Apart from the main ad, the granola brand's new campaign includes a 360 partnership with Goop and the full distribution of its Cookie Granola line this July.
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