Humanaut Flips the Script on Vegetables for TERRA® Chips

Jan. 09, 2023

TERRA® Chips is relaunching in 2023 with new positioning, quality improvements, redesigned packaging and a marketing campaign by advertising agency Humanaut to reinvigorate the brand.  

Their campaign "Crazy Delicious Vegetables" introduces TERRA® Chips as the most delicious, craveable form of vegetables on the market. In fact, their exotic blend of vegetable chips, including taro, sweet potato, batata, and parsnip,  is perhaps the easiest way to get people to love vegetables. Because let’s face it, normal marketing gimmicks like mascots and influencers just won’t cut it. 

To show just how ineffectual these typical tactics are, one fifteen-second spot documents a "Veggie Man" mascot as he encourages local mall goers to eat more vegetables in a horrifying suit of foliage and produce. But instead of changing any habits, he only draws side-eyes. In another spot, influencers hype up produce with coordinated dances and podcast shoutouts to similarly ineffectual success. All this makes their campaign message even clearer: The simplest way to get people to love vegetables is to simply turn them into TERRA® Chips.

Melinda Goldstein, chief marketing officer at The Hain Celestial Group said:

"We’re so excited to remind people that TERRA® Chips are a deliciously craveable snack made from vibrant and diverse vegetables! Humanaut has been a wonderful partner to help us find a meaningful brand insight, tap into modern culture and refresh our brand presence. We can’t wait to see the impact of this fresh creative on the TERRA® Chips business."

 

The ads begin airing on January 5. Media will include Meta, YouTube, OLV, and programmatic display. The improvements are designed to drive consideration/reconsideration and trial of the brand by offering a fresh take on what TERRA® stands for.

TERRA® Chips take real vegetables and transform them into high-quality, delicious chips. More than three decades ago, two New York chefs came together and created a snack that not only tasted incredible but also looked incredible too. People were instantly hooked on the vibrant flavors and scrumptious crunch of the exceptional vegetable chip blend sourced with unique and diverse vegetables. Today, we continue to craft undeniably craveable and delicious TERRA® Chips by seasoning and crisping real vegetables to perfection. TERRA® is a brand of The Hain Celestial Group, Inc. (NASDAQ: HAIN), a leading organic and natural products company providing consumers with A Healthier Way of Life™ since 1993.

In all, Humanaut created eight assets for TERRA® Chips—four videos and four static ads. It is the agency’s debut work for the client after winning the project in December 2021.