VIA creates a 30-second TV spot, two 15-second spots and outdoor to promote Hood’s Simply Smart® line
Boston, January 31, 2007 – VIA announced today that it has launched a campaign for Hood’s Simply Smart line of products. A 30-second TV spot and two 15-second spots will run in major markets throughout New England. Outdoor will also be used in the Boston and Hartford markets. In the TV spots a family is portrayed hysterically crying over a glass of milk that their young son has spilled. Tears and wails of despair abound. The spot ends with the father sobbing, “Be strong!” This creative execution is a departure for Hood, looking to expand its brand’s appeal to a new generation of consumers.
“The Simply Smart product line provides an alternative and innovative offering to our customers,” said HP Hood Vice President of Marketing, Barry Boehme. “Because we are offering a product that is unlike any other on the market, we wanted to support it with a marketing campaign that was similarly unique.”
For its Simply Smart line of products, Hood found an innovative, natural technique called ultra-filtration to remove some of the liquid that can make low-fat and fat-free milks look and taste watery. Simply Smart 1% tastes like whole milk, and Simply Smart Fat Free tastes like 2%. Hood’s Simply Smart products include Simply Smart Fat Free Milk, Simply Smart 1% Low fat Milk, Simply Smart Chocolate Fat Free Milk and Simply Smart Fat Free Half and Half. For more information, visit www.Hood.com.
“We are very proud of this work and feel fortunate to be working with Hood at a time when they are willing to try something different in order to build on the strength of their brand,” said Greg Smith, VIA’s chief creative officer. “This is unique product; therefore it needed to be presented in an unforgettable way.”
About Hood
Hood was founded in 1846 in Charlestown, Massachusetts, by Harvey Perley Hood, and has become one of the largest branded dairy operators in the United States. Hood is the number-one dairy brand in New England, and Hood’s portfolio of national and super-regional brands and franchise products includes Kemps®, Crowley Foods®, LACTAID®, Nesquik®, Coffee-mate®, Stonyfield Farm® Organic Milk, Arizona® FRESH Iced Tea and others.
About VIA
Founded in 1993, VIA is an agency with a long track record of helping companies grow by solving their toughest marketing, branding and advertising problems. The bigger the challenge the happier we are. Current clients include Analog Devices, TD Banknorth, Monster, Kash n’ Karry/Sweetbay Supermarket, HP Hood, Dunkin’ Donuts, Hannaford Bros. Co., Parametric Technology Corporation, Silverstein Properties, Arrow International and CBS RADIO, who are served from offices in Portland, Maine; Boston; and New York City. More information is available at www.vianow.com.
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