Simple Mills' Latest Campaign Announces 'Absolutely Nothing'

Simple Mills, a leading provider of better-for-you crackers, cookies, bars, and baking mixes made with purposeful, nutrient-dense ingredients and one of the first brands to earn verification under the Non-UPF Verified Standard, has launched a US campaign, 'Announcing Absolutely Nothing' to celebrate a simple fact, in a light hearted and humorous way: Simple Mills has changed nothing. Same ingredients. Same recipes. Now Non-UPF Verified.

'Announcing Absolutely Nothing' is a multi-market omni-channel campaign from Zulu Alpha Kilo, that includes brand takeovers in New York (Union Square and Port Authority), Los Angeles, and The Hamptons, with a clear message: Simple Mills offers the same non-ultra processed snacks it always has, now Non-UPF Verified. The brand submitted its entire portfolio of crackers, cookies, bars, and baking mixes for Non-UPF verification, and so far, 60% of its products have already been approved, with the vast majority of products anticipated to be verified later this year. This verification was achieved without needing to reformulate a single recipe, demonstrating that the brand’s commitment to using nutrient-dense, minimally-processed ingredients in novel ways that maximise nutrition and flavour inherently aligns with the new Non-UPF Verified Standard.

Addressing the Transparency Gap in Ultra-Processed Foods

As concerns about ultra processed foods continue to rise, many Americans lack the ability to recognise them. According to research conducted by Linkage Research & Consulting for the Food Integrity Collective, 68% of consumers say they actively try to avoid ultra-processed foods, while 70% say they struggle to identify them. The Non-UPF Verified label is designed to help address this gap by providing a clear marker on shelf.

“We’ve been dedicated to using nutrient-dense, stunningly simple ingredients like nut, seed, vegetable, and legume flours - whole food sources that offer nutrition, taste, and texture - long before non-ultra processed was a topic of conversation,” said Michelle Lorge, president of Simple Mills. “We’re proud to have helped pave the way and prove that snacks can be minimally processed, nutritious, and delicious at the same time. We know most shoppers want to avoid ultra processed foods but just need help identifying them, and the Non-UPF Verified badge gives them a simple green light. It’s nice to finally have a name for the foods we’ve been making since day one.”

“When things change, you make an announcement. But what if nothing has changed?” says Chris Colliton, executive creative director at Z.A.K. “Making a big brand announcement to proclaim ‘no changes’ was not only funny, it also let us proudly highlight the way Simple Mills has always done things. Big campaigns don’t have to be saved for moments of change, especially for a brand known for consistency and dependability.”

Simple Mills’ ingredients are minimally processed using only gentle, physical extraction methods and no harsh chemicals. The brand never uses artificial flavours, colours, preservatives, or isolated gums, and uses sweeteners like coconut sugar, molasses, honey, and cane sugar.

'Announcing Absolutely Nothing' Media Rollout and Placements

'Announcing Absolutely Nothing' will come to life through a series of high-impact placements: a full-page print layout in The New York Times; major transit entrance takeovers surrounding New York's Union Square and Port Authority; large-format digital boards in Los Angeles and The Hamptons, and summer sky-banners targeting concentrated coastal wellness hubs, also in The Hamptons.

'Announcing Absolutely Nothing' will run in-market throughout the summer and will be amplified through social content and ongoing partnerships with prominent health, wellness, and culinary authorities.

For more information about Simple Mills and its commitment to food transparency, visit simplemills.com.