Aug 14, 2017 • By

Behind the Bunny’s first TV commercial

Annie’s has been selling its beloved Macaroni & Cheese for nearly 30 years. Its success and fan-love have largely been built around word of mouth and social media.

But this month, by making its TV debut, Annie’s is taking its biggest step yet toward getting even more people to find out about the brand.

“The Story of Annie’s” is a unique, animated 30-second spot, which is fitting for its first commercial.

The spot plays homage to the Annie’s story and the brand’s purpose-driven mission. It creates a whimsical world that celebrates the story of co-founder Annie Withey, who – as the narrator says – aimed to “Bring back kid food” and “Keep it delicious, but make it organic and real.”

So, why TV?

While Annie’s is growing rapidly (it’s now in nearly 25 million U.S. households vs. 12 million last year), the brand still has room to grow awareness among consumers.

“We wanted to do this in an authentically Annie’s way,” says Robyn DeFina, senior marketing manager for Annie’s. “There’s an element of whimsy to Annie’s as a brand.”

Hear Robyn, and others from the Annie’s team in Berkeley, California, in this behind-the-scenes video about the new commercial.

Since joining General Mills in 2014, Annie’s has rapidly expanded its portfolio and mission, growing its investment in organic by introducing a wide variety of Certified Organic offerings, including cereal, yogurt, soup, baking mixes and refrigerated dough products.


Marika Cowan, lead animator for Psyop, working on “The Story of Annie’s.”

In the past year, Annie’s has nearly doubled the percentage of its business comprising Certified Organic products. The brand also has made strides in furthering its mission to connect kids to real food by offering Organic Bunny Grahams in K-12 schools nationwide. Recently, Annie’s introduced snack items to Canada.

With Annie’s, General Mills is among the leading makers of natural and organic foods. Our brands include Cascadian Farm, Epic, LÄRABAR, Liberté, Food Should Taste Good, Mountain High and Immaculate Baking.


The new “The Story of Annie’s” TV spot comes about a year after Annie’s kicked off its “Organic for Everybunny” campaign.

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