Bob’s Red Mill - Moregetherness
Creative Director
After the passing of founder Bob Moore, Bob's came to us with a new tagline and positioning built around ending loneliness: Moregetherness. I led the RFP pitch and won the business for the agency.
The insight was simple. Food is a binding agent. It's why we gather, why communities form, why kitchens feel like the center of everything. We set the strategy, refreshed the brand's marketing, and reintroduced Bob's Red Mill as a company grounded in the power of real food to build real community.
To prove it, we found real communities across the country with genuine stories about why and how they gather around food. No actors. No staged events. Documentary-style film and photography, people in their own words.
We launched with fresh social content, building toward national TV spots and billboards timed to National Good Neighbor Day. From there we produced four documentary-style television spots, each following a different group and what community actually means to them.
On the influencer side, we partnered with 360 PR to identify creators who were community leaders first. We gave them briefs designed to bring their communities together through food, not just perform for a camera.
We also secured Erin and Ben Napier of HGTV's Home Town as celebrity partners. Their ongoing mission to revitalize Laurel, Mississippi aligned naturally with the campaign's core idea.
Year one, Bob's surpassed their sales projections and grew their social channels by 15%.
