VGood is a new nut-free, chickpea based range of spreads and snacks which released its first creative campaign titled ‘Undercover Healthy’.
The VGood Australian label, created by Sydney mum and entrepreneur Sally Breden, was developed to meet the demands of healthy, lunchbox safe options for children (and adults). It is available in IGA outlets and specialist health stores nationally.
VGood’s purpose is to make good food more accessible, recognising that consumers don’t want to sacrifice taste for health, or blow their family budget. Undercover Healthy introduces light-hearted, incognito-style animations of PeaNOT butter and HazelNOT Choc spread ‘toast and spoon characters’ to communicate how the range is ‘health food in disguise’.
“I’m so proud of this fun and playful creative and think consumers will really resonate with the natural and easy health and taste messages, VGood isn’t about just one or the other,” said Breden.
Melbourne agency AM Brands is behind the campaign and also created the business’ packaging design, having partnered with VGood since its inception in 2019.
The agency created Undercover Healthy to showcase VGood’s good-natured personality and products in a meaningful way, appealing to kids and parents alike.
“We had a blast helping VGood develop this idea, and we’re looking forward to seeing the reaction to the creative, as much as we are the positive response to Sally’s business,” said Mark Stephens, Creative Director from AM Brands.
Along with AM Brands, the VGood roster sees One Roof Agency responsible for PR, and Grocery Corporation as distribution partner.
The Undercover Healthy campaign will be rolled out across digital and social platforms in Australia and New Zealand from April 2021 and will soon extend to buses and print.