Background

Amy’s Kitchen has been keeping it real since day one, sourcing organic ingredients from real farms to make food people can actually trust. But in a frozen aisle crowded with artificial claims and processed shortcuts, the brand needed a voice that stood up for authenticity. To prove that cultural relevance could drive real trust, we launched a five-week test campaign in the Grand Rapids market, using it as a live lab to validate our belief that honesty and human connection outperform traditional category cues.