Venables Bell + Partners Selected as Lead Creative and Strategy Agency for Banza

Independent creative agency Venables Bell + Partners (VB+P) has been named lead creative and strategy partner by Banza, the company making beloved foods like pasta, pizza, mac & cheese, and waffles more nutritious with chickpeas.

Since 2014, Banza has been on a mission to inspire people to eat more chickpeas and other beans for their positive impact on human and environmental health. It all began with the introduction of the first-ever chickpea pasta, which paved the way for the better-for-you pasta category’s existence. Today, Banza is the #1 better-for-you and #5 pasta brand in the US, surpassed only by century-old heritage brands. Its growth reflects the brand’s ability to blend taste, nutrition, and innovation, with products now available in more than 26,000 stores nationwide and a loyal consumer base that continues to expand.

“Banza is our favourite kind of client,” said Brittni Hutchins, associate partner and managing director at Venables Bell + Partners. “They’re good people dedicated to disrupting the status quo with high-quality products. Just as importantly, they understand the power of breakthrough creative work to drive sustained growth for their business. We’re looking forward to doing great things together ahead.”

As lead creative and strategy partner, VB+P will lead brand strategy and platform development for the brand, helping Banza expand its presence while staying true to its roots in purposeful innovation and ingredient-led nutrition. VB+P will launch an initial brand campaign for Banza this summer. 

This news follows a competitive agency review and comes as Banza continues to broaden its product offerings and accelerate company growth.

“As we prepare for our next phase of growth, we want a thought leader who can help us seize upon our biggest brand opportunities while being a great partner and extension of our marketing team,” said Vilma Livas, chief commercial officer, Banza. “We’re excited to have found that in VB+P.”