Truvia launched on Sept. 24 a multimillion dollar integrated marketing campaign, “From Nature. For Sweetness.,” to further drive consumer awareness, trial and adoption of Truvia products in the U.S.
The campaign follows the introduction of several new products - including Truvia Baking Blend, a sweetener that bakes and browns like sugar but with 75 percent fewer calories per serving – to bring new consumers into the category.
“With more consumers turning to stevia-based products, we saw an opportunity to reach a broader audience of women and men, who care about where their food comes from,” said Mark Brooks, global consumer products director for Truvia, a brand of Minneapolis, Minn.-based Cargill. “As we continue to lead this new category of natural sweetness, we looked to engage consumers in the Truvia story by focusing on its origin – the stevia plant.”
The campaign launched with a series of 15- and 30-second spots, airing nationally on network and cable television, which feature pictures of nature and the stevia plant as well as close-up images of Truvia sweetener products in coffee, beverages and baking.
The campaign’s radio and social media elements were designed to drive a consumer call to action and create local market buzz. Print, out-of-home and online ads will run on media properties focused on lifestyle, wellness, entertainment and epicurean topics. The launch also includes digital and social media campaigns, coupons, in-store and consumer sampling programs, and public relations.
“Building on the success of the brand to date, we wanted this campaign to showcase the Truvia brand mission – to bring sweetness from nature to the world in all forms,” said Jim Haven, executive creative director of Creature, the agency responsible for the campaign.
Since the introduction of Truvia natural sweetener, the sugar substitute category has grown 20 percent, with stevia-based products expected to represent roughly 80 percent of the market for natural sweetness. More than 56 million U.S. households have purchased products made with stevia sweeteners, up from 49 million during the last 52-week period.
Truvia consumer products are available in eight countries, including the UK and Ireland, France, Italy, Spain, Mexico and Venezuela with plans to continue its global expansion in the future.