Minute Maid’s first campaign with the Anomaly agency includes revamped social media accounts and new TV ads.
The “This Is Good” campaign encourages parents to embrace and share more of their “authentic” or “perfectly imperfect” family moments on social media, using the hashtag #thisisGOOD.
The campaign — similar in concept to a number of “take the perfectionistic pressure off parents” campaigns in recent times, including Plum Organics, Kraft Macaroni & Cheese and the “Family Greatly” umbrella campaign for Kraft products — is based on Minute Mad-commissioned research confirming that most parents edit their social content to make their families look good. (For instance, 94% of parents who post pictures or videos of their family on social media admitted to having staged or posed a photo or video before posting.)
Minute Maid’s first new TV spot (below) depicts a dad enjoying the experience of watching his little boy play T ball for the first time—even though the boy mistakenly runs the wrong way after he manages a good hit.