INDUSTRY
What We DoHow We Do ItWho We AreINDUSTRY ONE

Moregetherness

A Bob's Red Mill billboard reads "A Good Reason To Get Together" next to an image of people at an outdoor gathering, set against a backdrop of trees and iron fencing.

Bob's Red Mill

Moregetherness

This is where good ingredients are the building blocks of good communities: a fresh face for Bob’s Red Mill.

Challenge

Founded in 1978 by Bob Moore as a miller of whole grains, Bob’s Red Mill had come across two challenges. First, they had grown to be perceived as offering primarily gluten-free alternatives. And second, the public face of their company, the titular Bob, had unfortunately passed away. We needed to bring forward the spirit of Bob without his visage while also showing that the company offer’s something for everyone. It was time to show that delicious homemade food made with Bob’s Red Mill can turn any table into a community.

Solution

Our key insight was clear from early on: food is a binding agent for people. It’s why we gather. It’s a building block of community. Or, in the new parlance: Moregetherness. From there, we worked with Bob’s Red Mill to set the strategy, update the brand and marketing and reintroduce Bob’s Red Mill to the world as a company built on the power of real food to create real community. We started with fresh messaging and visuals to seed our social media and built up to a national television spots and billboards on the way to National Good Neighbor Day. As we continue to keep the Moregetherness maxed out, we created additional videos as television spots documenting four real groups around the country, exploring what community means to them in the most authentic way possible. There was nothing fake, just like Bob’s Red Mill ingredients. Less than a year in, we have successfully differentiated and established that Bob’s Red Mill is the food company made to bring people together.

A woman and two children eat at an outdoor table; the woman drinks from a jar while the children smile and eat. On the left, the Bob’s Red Mill logo and the word “Moregetherness” appear.
A group of people sit outdoors around a red table, sharing a meal, talking, and laughing on a sunny day.
A group of people serves themselves food and drinks from a buffet table outdoors on a sunny day, with a building and trees in the background.
A bag of Bob's Red Mill Old Fashioned Rolled Oats on a table with bowls of oatmeal topped with berries, wooden spoons, and people preparing food in the background.
Three social media posts: the first and third have red backgrounds with white text asking questions about neighbors; the center shows a child smiling and eating at an outdoor gathering.
A band performs on a house porch for a crowd. Musicians play instruments and sing, while some people on stage raise their hands. The house number 2536 is visible above the door.
A woman smiles and gestures while sitting next to a man in a suit and sunglasses eating food; musicians and drums are in the background.
Six adults sit on outdoor steps eating food from red plates, wearing casual summer clothing, and smiling as they engage in conversation.
A collage showing people at a gathering, sharing cake and talking, with a red sign reading "Good Neighbors Bring Good Food.
Two people enjoy food together at an outdoor event, with musicians playing drums in the background. Text reads: "Bob's Red Mill. A good reason to get together.
Three women sit at a table outdoors, laughing and eating, with string lights and people in the background in a wooded area.
A bus stop advertisement shows three people outdoors, with text encouraging people to "get together" and a website link for more information.
A young girl kneels behind a toddler eating a snack at an outdoor gathering, with string lights and people sitting in the background.
A young girl sits in a camping chair outdoors, holding a slice of pizza and a paper plate with pizza crusts, smiling at the camera.
Several bags of Bob’s Red Mill flour are displayed in a festive basket with wrapped gifts, while people dressed as Santa Claus stand in the background near a decorated house at night.
A group of elderly people, some dressed as Santa, sit around a table with cookies and milk, with a decorated Christmas tree in the background.
A baking tray lined with parchment paper holds ten round, decorated cookies; a bag of organic flour is visible in the background.
Santa Claus eats a cookie behind three bags of Bob’s Red Mill flours on a table, with holiday decorations and cookies in the background.

Client

Bob's Red Mill

Year

2025