Millennial Parents Opps: SunButter introduces new product with fresh creative (Score 44)

Sales lead: Reach out if you can help this company promote its new product. 

• SunButter is promoting its new Jammies Crustless Sandwiches with a campaign. 
• The sandwiches, which SunButter markets as a healthy option, are whole-grain, nut-free, and protein-rich and contain sunflower-seed butter. 
• The campaign is headlined by a 30-second hero spot with 15- and 7-second versions. 
• The creative will be supported across OTT, CTV, and paid social. 
• It worked with Humanaut on the ads.

In other news: 

• SunButter promoted Wyatt Mund to senior marketing manager in July 2023.
• He joined the company as marketing manager in 2020. 

Target demographic: Millennial parents

The company will likely:

• Significantly increase ad spend
• Ramp up promotional activity during the back-to-school period
• Build out the agency roster

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: SunButter spent around $443.9k on digital display ads YTD, a 12% increase from $396.8k spent in this channel during the same time period of 2022. 
• YTD data: 63.2m impressions via Instagram (54%) and Facebook (46%). 
• 2021-2022 spend: Full-year spend fell by 14% from $907.8k in 2021 to $780k in 2022. 
• Ad location: It placed 100% of these ads directly onto instagram.com and facebook.com. 

Agency analysis:

• Opportunity: You will likely have the best shot at picking up PR, media, digital, or social media work. 
• Current roster:
  • Humanaut: creative 

Insight Sources: Digital spend insights estimated by Pathmatics.