Crazy Delicious Vegetables

TERRA® Chips is relaunching in 2023 with new positioning, quality improvements, redesigned packaging and a marketing campaign by advertising agency Humanaut to reinvigorate the brand.

Their campaign “Crazy Delicious Vegetables” introduces TERRA® Chips as the most delicious, craveable form of vegetables on the market. In fact, their exotic blend of vegetable chips, including taro, sweet potato, batata, and parsnip, is perhaps the easiest way to get people to love vegetables. Because let’s face it, normal marketing gimmicks like mascots and influencers just won’t cut it.

To show just how ineffectual these typical tactics are, one fifteen-second spot documents a “Veggie Man” mascot as he encourages local mall goers to eat more vegetables in a horrifying suit of foliage and produce. But instead of changing any habits, he only draws side-eyes. In another spot, influencers hype up produce with coordinated dances and podcast shoutouts to similarly ineffectual success. All this makes their campaign message even clearer: The simplest way to get people to love vegetables is to simply turn them into TERRA® Chips.

“We’re so excited to remind people that TERRA® Chips are a deliciously craveable snack made from vibrant and diverse vegetables! Humanaut has been a wonderful partner to help us find a meaningful brand insight, tap into modern culture and refresh our brand presence. We can’t wait to see the impact of this fresh creative on the TERRA® Chips business,” says Melinda Goldstein, chief marketing officer at The Hain Celestial Group.

The ads begin airing on January 5. Media will include Meta, YouTube, OLV, and programmatic display. The improvements are designed to drive consideration/reconsideration and trial of the brand by offering a fresh take on what TERRA® stands for.