Go Raw Tempts Consumers With 'Uncomplicate Snacking' Campaign

Seed-based snack company Go Raw wants to help consumers when they're faced with myriad choices in the snack aisle. The 22-year-old brand's first national campaign is using humor to gain consumer attention, with extended efforts planned for the fall.

Its "Uncomplicate Snacking" campaign, which debuted in March across CTV, digital and social channels, takes a humorous look at the everyday frustration of choosing a snack with today's nutrition information overload, positioning the brand as the simply nutritious snack consumers don't have to overthink. 

Influencer and sampling events are also part of the broader strategy to make the concept of nutrition information overload tangible for shoppers, using humor and relatable scenarios to spark engagement.

"Consumers have never been more skeptical of food marketing, and rightfully so," Kim Waldron, Go Raw’s vice president of marketing, said in a media release. "This campaign is about meeting that moment head on, positioning Go Raw as the brand that earns trust by stripping away the noise rather than adding to it. It reflects exactly who we are: straightforward, a little irreverent, and nothing to hide."

The campaign's two spots dramatize shopper’s trips down the snack aisle, comparing ingredients and competing health claims and offering a snack that "delivers – no decoding required." (See video below.)

The company wants to remind consumers that it offers recognizable, nutrient-dense ingredients through its creative for the program, which was designed and produced by its lead creative agency, Good Conduct.

The campaign is anchored by the tagline "Go Raw. Uncomplicate Snacking.” Rob Lewis, Good Conduct’s co-founder and chief creative officer, said the brand wanted to make consumers feel something about the overwhelming number of choices, instead of focusing solely on its offerings.