Dive Brief:

• Purely Elizabeth, a disruptor brand selling granola and breakfast foods, has launched its first large-scale advertising campaign, according to a press release. The move follows strong first-quarter results.
• The campaign, which carries the tagline “Savor the Start,” encourages consumers to celebrate the power of small choices for fueling larger transformations. The effort also includes a tie-up with Goop, the wellness brand founded by Gwyneth Paltrow.
• The campaign will span connected TV, online video, audio and out-of-home and digital displays across markets including Los Angeles, Chicago, Seattle, Denver and Boston. The lighthearted effort follows a similar strategy taken recently by others in the breakfast category.

Dive Insight:

Purely Elizabeth, a disruptor in the breakfast category, has unveiled its first large-scale ad campaign in a likely attempt to maintain the momentum of a strong first quarter. The marketer reported a sales growth rate of 56% year-over-year during the period and stands as the top selling granola in the natural channel for over seven years, per release details. With “Savor the Start” the brand is portraying to consumers the pay-off of enjoying a balanced breakfast.

“We believe in the power of beginnings and taking that first step,” said Elizabeth Stein, CEO and founder of Purely Elizabeth, in a statement. “This campaign embodies our commitment to providing delicious, nutritious options that empower individuals to make positive choices.”

Purely Elizabeth’s campaign highlights the ways that small changes can lead to larger transformation. In a 30-second video spot, a person is seeing eating a bowl of granola as a voiceover explains the concept. That spoonful leads to five minutes of successful meditation, which extends to five hours of meditation, studying with monks, a vow of silence and ultimately transcending one’s corporeal form. Realizing that may be going a bit too far, the commercial reverts back to the breakfast table suggesting to just start at the beginning, emphasizing the product’s organic oats and superfoods.

Digital and out-of-home executions are much simpler, highlighting the product and its ingredients with headlines reading, “We made it from scratch so you don’t have to” and “Savor the Start.” The campaign also includes a tie-up with Goop, which will feature the brand’s Organic Ancient Grain Original Granola on goop.com, in Goop stores and as part of a Goop Kitchen exclusive, potentially helping Purely Elizabeth reach consumers dialed into wellness and better-for-you offerings.

Purely Elizabeth’s campaign echoes recent efforts from The Quaker Oats Company and Thomas’ Breakfast reinforcing the old adage that breakfast is the most important meal of the day. A recent campaign from Quaker, for instance, used still photographs and audio to illustrate how the product helps individuals of varying ages prepare for an important day. Thomas’ introduced its first brand character in its nearly 150-year history for a campaign tagged “Huzzah! A Toast to Breakfast” to remind consumers to enjoy breakfast amid the morning shuffle.