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Scout’s Billboard Campaign for Nature’s Own has Consumers Chirping

Scout, an integrated agency group based in Atlanta, Ga., has unveiled its first campaign for Flowers Foods and its Nature’s Own brand, since winning the business earlier this year, and the campaign has consumers chirping.

While Nature’s Own is the No. 1 best-selling bread brand in the U.S.,* new markets are generally unaware of it.

To introduce Nature’s Own into each new market, Scout combined strong packaging imagery in its out-of-home campaign with a little something extra to cause people to look twice.

They did that by creating extensions over the end and on top of the board of the Nature’s Own package and by adding three-dimensional birds, the perfect choice since birds love to perch on top of billboards.

“The big, bold beautiful package extensions along with the whimsy of nature are perfect for the Nature’s Own brand,” said Flowers Foods vice president of marketing/breads and rolls, Keith Aldredge. “With this campaign, we were able to build brand awareness quickly in each new market and create excitement and buzz for the brand.

These spectaculars are part of a larger outdoor campaign designed to build awareness in new markets for Nature’s Own, including Cleveland, Kansas City, Pittsburgh, Philadelphia and Toledo.

“Billboards may seem like such an old medium, but brands are getting a lot of attention for great outdoor,” said Scout Creative Director Kerry Hadaway. “We wanted to up the level of what Nature’s Own expected from an out-of-home campaign and generate considerable in-market awareness and conversation.”

Consumers are responding to the boards, which create a connection to the Nature’s Own brand as being nature’s baker. The three-foot high birds are so popular that some have contacted Nature’s Own to find out where they can get their own.

Client: Flowers Foods
Project: “Nature’s Own Birds Billboards”
Agency: Scout
Creative Director: Kerry Hadaway
Art Director: AG La Hoz
Artist: Bill Kinsey for Eye Candy

*Symphony IRI Total US, Latest 52 weeks ending 10/4/15