Consumer Brands Assn. Launches ‘Six Figure’ Transparency Campaign

Consumer Brands Assn. has proclaimed this week National Consumer Transparency Week (Dec. 1-5) and has launched a campaign – including a “six-figure ad buy” – that highlights the consumer packaged goods industry’s commitment to transparency and the role of safe, convenient and affordable food, beverage, household and personal care products.

A 30-second spot, “Grow Your Own,” launches today on TV and digital platforms across the Washington, D.C., media market, with additional advertising to follow. It features a harried mom surrounded by chickens in her living room and carrying a butcher’s knife. The point is NOT to grow your own. “Sometimes you just need convenient, nutritious and affordable – America’s favorite brands make that possible,” the announcer says.

The ad spot – and additional marketing in this campaign – explain Consumer Brands initiatives SmartLabel (the QR code) and Facts up Front, as well as newer resources such as the Food Processing Facts website (not ours!).

A new website, TruthAboutIngredients.org, is designed to help consumers “cut through the noise and access the facts about the products they use every day.”

“The makers of America’s favorite household brands have long been committed to transparency and empowering consumers to make informed purchasing decisions about the products they rely on. But we also know consumers expect more information today about what’s in their products,” said Melissa Hockstad, president and CEO of Consumer Brands.

“Consumer Brands is proud to launch this exciting new campaign that puts transparency, safety and the consumer front and center and emphasizes the industry’s commitment to a healthier America.”