Organic packaged food brand Annie?s is supporting its growth surge with a video campaign on Facebook that leverages a cuteness-factor, hoping to grab users' attention with animals while scrolling through their news feeds. 

Annie?s is making a big leap forward, expanding its presence in stores and tapping into Facebook to help support that growth. A new video advertisement is shared on its organic page as well as in sponsored posts, tapping into the brand?s well-known bunny identity by showing off adorable rabbits in grocery stores, prompting organic support from fans. 

?This is a purely digital campaign with the majority of our media spend dedicated to Facebook, a highly targetable channel where we?ve seen a lot of success and engagement in the past,? said Keely Fadrhonc, senior marketing communications manager at Annie?s. ?When developing the creative, we knew we needed ?thumb-stopping? content that would break through the clutter of a mobile news feed. 

?Bunnies have been at the heart of our brand identity since we were founded back in 1989,? she said. ?We have been sharing bunny content on our social channels for years and it continues to be some of our most popular content?who does not love a photo of cute bunnies when scrolling through their news feed? 

?With this campaign, we really wanted to fully embrace our bunny identity in a way that would authentically represent the brand, but also stop people?s thumbs on social with content that we believe will share our news, make a statement, and hopefully make people smile.?

The consumer packaged goods brand is expanding its business and informing consumers to keep an eye out for more Annie?s products with a new digital video ad exclusive to Facebook. The video features Annie?s products arriving at a grocery store along with a variety of bunnies hopping around the store and products. 

A narrator drives the brand?s image home by saying, ?Annie?s doesn?t just make organic food, we make the foods you love organic,? and then informs viewers of its growth explaining, ?you?ll start seeing a lot more of them around your store soon, they are pretty easy to spot.? The video went live on Annie?s Facebook page over the weekend and has seen a wide range of comments and prompted users to post their own photos of bunnies. 

The use of bunnies is in reference to Annie?s logo, which features an illustration of a rabbit. The brand?s new campaign is titled, ?organic for everybunny.? 

The brand has an extensive strategy towards social media, and personally responds to a significant number of consumer posts to drive home the mom-and-pop business feel. 

Similarly, Under Armour similarly attempted to create an emotional bond with consumers through a heartfelt mobile video campaign that emphasizes the passion it takes to be a runner paired with a social media contest in which participants prove their love of running (see more). 

Also, pet food brand Purina Pro Plan put its own spin on Olympic content with a mobile video series that features canine athletes competing against a former Olympian in various physical stunts (see more).

?Annie?s has always been committed to making delicious, high-quality foods accessible to everyone, despite social, economic or dietary constraints,? Ms. Fadrhonc said. ?Whenever possible, we invest in organic, a choice that is ultimately better for the people and the health of the planet. 

?Annie?s Organic for Everybunny campaign tells the story of a brand committed to making organic foods more accessible to consumers across the U.S.,? she said.