Stauffer’s Simply Animals

Concept-to-Launch Brand Activation

Overview

When Stauffer's prepared to relaunch its beloved animal crackers under the new Simply Animals name, the brand needed more than a packaging update. It needed a launch platform that would introduce the refreshed brand to a new generation of families while preserving the trust and familiarity consumers already associated with Stauffer's.

As part of Donovan's winning RFP response, I helped develop the strategic activation concept that ultimately became the centerpiece of the relaunch. From early proposal development through execution, I played a lead role in shaping the campaign narrative, creating the flagship children's book activation, and developing supporting content across digital, social, and public relations channels.

Goals

  • Introduce consumers to the new Simply Animals brand identity

  • Drive awareness and engagement around the relaunch

  • Create meaningful experiences for families beyond the product itself

  • Generate earned media coverage and community participation

  • Reinforce Simply Animals as a family-friendly brand rooted in learning, imagination, and play

Challenge

Stauffer's had spent decades building recognition around its iconic animal crackers. While the product remained the same, the Simply Animals relaunch required consumers to embrace a new brand identity without losing the familiarity they already trusted.

The challenge was to create a launch campaign that felt larger than a name change. Simply Animals needed a story consumers could actively participate in, one that would generate awareness, create emotional connection, and give parents and children new reasons to engage with the brand.

At the same time, the campaign needed to support updated packaging, communicate new product claims, and create momentum across social media, public relations, and retail channels.

Work Highlights

RFP Strategy & Concept Development

Bryson’s Rocket Riddles

During development of Donovan's response to the Simply Animals RFP, I helped shape the strategic activation platform that ultimately became the foundation of the campaign.

The concept centered on extending the playful nature of the Simply Animals brand beyond the package itself, creating an experience families could engage with together through storytelling, learning, and imagination.

The resulting strategy connected educational content, community engagement, social activation, and public relations into a single integrated launch platform.

To bring the campaign to life, I created the concept for Bryson's Rocket Riddles, a custom children's book developed in partnership with Reading Is Fundamental.

I wrote the book in its entirety and developed the creative direction that guided the illustration process.

The story became the centerpiece of the relaunch, transforming Simply Animals from a snack product into a family experience that encouraged reading, curiosity, and play.

My contributions included:

  • Original concept creation

  • Story development

  • Full manuscript writing

  • Illustration direction

  • Creative collaboration throughout production

Reading Is Fundamental Partnership

The partnership with Reading Is Fundamental helped give the campaign a larger purpose while providing meaningful value for families.

By connecting the Simply Animals relaunch to literacy and childhood learning, the campaign created a natural extension of the brand's playful personality while generating opportunities for community engagement and earned media coverage.

Digital Experience

To support the activation, we developed a dedicated landing page that served as the campaign hub.

The experience provided:

  • Information about the Simply Animals relaunch

  • Access to campaign resources

  • Book-related content and activities

  • Opportunities to purchase Bryson's Rocket Riddles

  • Additional engagement opportunities for families

Social Media Activation

Social content helped introduce consumers to the new Simply Animals identity while extending the story beyond the book itself.

The campaign included:

  • Organic social content

  • Paid social support

  • Community engagement initiatives

  • Educational and family-focused content

  • Product-focused messaging tied to updated packaging and claims

Public Relations & Earned Media

The combination of the brand relaunch, children's book, and Reading Is Fundamental partnership created a compelling story for local and national media.

The campaign generated coverage across television, print, and digital outlets, helping introduce Simply Animals to new audiences while reinforcing the broader story behind the relaunch.

Results

The Simply Animals relaunch successfully combined brand awareness, family engagement, and cause-driven storytelling into a fully integrated campaign that generated meaningful results across earned, owned, and social channels.

Campaign Performance

  • 195M+ media impressions

  • $2.18M+ publicity value

  • 52.6K website clicks

  • 68K social engagements

  • 13.5% organic search growth

  • Broadcast, print, and digital coverage across major markets including New York, Los Angeles, Chicago, Philadelphia, Atlanta, Seattle, Tampa, Austin, Las Vegas, and more.

Impact

The campaign transformed a product relaunch into a broader family-focused brand experience. By combining original content, educational partnerships, digital engagement, social activation, and public relations, Simply Animals generated awareness at scale while creating meaningful opportunities for consumers to interact with the refreshed brand.

My Role

  • Developed the winning RFP strategy and activation concept

  • Created the Bryson's Rocket Riddles campaign concept

  • Wrote the complete children's book manuscript

  • Developed illustration and creative direction

  • Supported landing page messaging and content strategy

  • Contributed to social content development

  • Helped shape the integrated campaign narrative across channels