Serving Up An Offer That The Dressing Aisle “Can’t Refuse"

Humanaut and Chosen Foods Are Serving Up An Offer That The Dressing Aisle “Can’t Refuse"

Since its inception, Chosen Foods' goal has been to do good in the world by being good for the world, replacing bad fats with the good fats of 100% Pure Avocado Oil across the kitchen pantry. To make good fats more accessible and not sacrifice taste, Chosen Foods launched a complete line of salad dressings in 2025.

When the brand asked how to create an attention-grabbing execution for its Italian Dressing, Humanaut leaned into a world that collides colorful product and food shots with unapologetic “Mob Boss Energy.”

At the center of a bold, highly art-directed new campaign for the brand is the new Zesty Italian Dressing, costumed as an iconic Italian Mob Boss and dropped into a meticulously crafted miniature underworld to take down the aisle’s most infamous offenders: seed oils.

The two :15 videos, New Family and The Office, literally show the dressing aisle who’s boss, with the Zesty Italian bottle reigning over “Seedies” and “The Bad Seeds,” and proving how powerful simple ingredients really are. “Italian salad dressings with sketchy seed oils? Fugettaboutit. There’s a new Don in the dressing aisle.”

“We wanted to show that simple ingredients and 100% pure avocado oil could carry real swagger,” said Bethany Maxfield, Executive Creative Director at Humanaut. “If the dressing aisle feels like a battleground of sketchy ingredients and seedy oils, then Chosen Foods deserves to walk in like a Don and clean house, proving that Chosen Foods Salad Dressings are craveable, cinematic and seriously fun.”

Humanaut owns 100% of production in-house which allowed them to quickly turn this idea into a detailed miniature world. “Our team had a blast creating these lived in worlds, from the salad dressing sized fedoras and gold chains to the seed-oil themed graffiti,” said Tommy Wilson, Executive Producer at Humanaut.

The Italian Mob Boss executions are part of a larger, always-on campaign designed to spotlight Chosen Foods’ full salad dressings and condiments portfolio, further bringing the “Chosen to Save Food” brand platform to life in a way that feels vibrant, flavorful, and ownable by Chosen Foods.

This new campaign proves that dressings made with 100% Pure Avocado Oil can be every bit as craveable and fun as the mainstream favorites consumers are accustomed to, now made better with simple ingredients and 100% Pure Avocado Oil.

“Here at Chosen Foods, our mission is to replace bad fats with the good fats of 100% pure avocado oil across the kitchen pantry,” said Rylee Kitts, Marketing Manager at Chosen Foods. “With our new salad dressings, we’re showing consumers they don’t have to sacrifice taste to upgrade the oils and ingredients in their everyday meals, and Humanaut brought that mission to life in a way that feels bold, flavorful and unmistakably Chosen.”

The “Chosen to Save Food” platform, initially introduced in January 2026 via an animated mayo-centric campaign, positioned the brand as a hero in a world where processed foods and sketchy ingredients prevail and weird, seedy oils lurk around every label. Born from harnessing the avocado’s super good oil, Chosen Foods declares that it's here to save food with delicious creaminess and super good fats.

*IRI Sales Data MULO+ L52WE end 2/22/26