Ad Age: Back-to-school shopping list: Pencils, books — and mac and cheese

Ad Age has the scoop on the new TV campaign for Annie’s Homegrown, launching today, with creative from Pereira O’Dell and media handled by Mindshare. Read an excerpt below and see the full piece here.

“The campaign launches on Monday in the U.S. and Canada, as some kids have already returned to school and other families are gearing up, often shopping for snacks and quick dinners as they get ready for the fall. Zee didn’t share spending plans but says Annie’s will be in online video “in a much bigger way,” in places like Hulu and YouTube. Other plans include a partnership with Scary Mommy.

The new ads come soon after Annie’s updated its mac and cheese, which is being touted as “yummier than ever” with a creamier sauce and a cheesier taste. Crackers are also getting an overhaul to be crispier and more cheesy tasting. And in June, Annie’s introduced gluten-free Cheddar Bunny Tails crackers made with rice flour. Fans asked for gluten-free bunnies for more than a decade, says Zee.

Annie’s is also expanding its presence beyond the grocery store. In July, Einstein Bros. Bagels introduced a limited-time Mac & Cheese Bagel, with Annie’s mac and cheese baked into the dough, that’s available through late August.”