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Simple Mills Debuts FIRST National Advertising Campaign Titled "Live Full"

·3-min read

Advertising Agency, FIG, Brings to Life the Artful Approach of Being in a Flow State

CHICAGO, August 04, 2021--(BUSINESS WIRE)--Today, Simple Mills, the better-for-you snack company, debuts their first ever national advertising campaign, Live Full. Simple Mills’ nutritious snacks promise to never slow you down – giving you the energy you need to hit your stride and Live Full.

The Live Full mindset is brought to life in the brand’s new – and first-ever – advertising campaign that launches today across video, social, digital and audio. The campaign, from agency FIG, embodies a relatable, human approach. It highlights moments in our everyday lives when we’re in a "flow state," getting things done and in a groove.

Thanks to Simple Mills’ nutritious snacks that span the #1 baking mix, #1 cracker, #3 cookie brand and top ten snack bar in the natural channel,1 you never have to feel weighed down. Simple Mills products are made with only purposeful ingredients – and nothing artificial ever – to give you the energy and lightness you need to lead a full life.

You can view the spot here.

"At Simple Mills we believe that food impacts how you feel, which is why we create delicious, nutritious products from purposeful ingredients that work hard for your body and allow you to feel your very best, so you can live a full life," said Michelle Lorge, Chief Marketing Officer at Simple Mills. "We are thrilled to see our mission come to life in our very first advertising campaign and raise consumers’ expectations of how their snacks can make them feel."

"The 'Live Full' campaign is not just another marketing story," said Frederick Stallings, Partner, Data & Media Systems at FIG. "Much like Simple Mills' mission to deliver nourishment for the long term, our campaign is setting the groundwork for performance through high-impact addressable channels, full-funnel data integration techniques and an attention-based measurement approach optimized for growth. As Simple Mills grows so will its ability to create a passionate and cohesive Brand Story for the future."

For more information on Simple Mills and to taste for yourself what it feels like to Live Full, visit

About Simple Mills
Founded in 2012, Simple Mills is a leading provider of better-for-you crackers, cookies, snack bars and baking mixes made with clean, nutrient-dense ingredients and nothing artificial, ever. In just nine years, the company has disrupted center-aisle grocery categories to become the #1 baking mix, #1 cracker and #3 cookie brand in the natural channel1 with distribution in over 25,000 stores nationwide. Simple Mills’ mission is to advance the holistic health of the planet and its people by positively impacting the way food is made. For more information, visit

  1. SPINS Data, $ Sales, Latest 52 Weeks Ending 6/13/2021

  2. Certified by the Gluten Free Certification Organization (GFCO)

About FIG
FIG are Storytellers for the Information Age. We specialize in crafting, launching and optimizing integrated stories that cut through the clutter and complexity of the Information Age, creating salience. We exist to build today’s most salient brands. The integrated media & creative agency has been recognized by Inc Magazine and AdAge as one of the best places to work in the US, by Inc Magazine in 2019 and again in 2020 as one of the fastest growing privately held companies in America, and has been on the Adweek 100 list as well as the AdAge Agency A List for the last 4 years. FIG was named on LinkedIn's 2020 Top Startups List, which ranks the 50 U.S. companies that stood out this year, attracting investment, employees and attention, and included breakthrough brands like Masterclass, Brooklinen and Robinhood. Based in NYC, FIG is, of course, 100% independent.

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Annie Worthington
Alison Brod Marketing & Communications

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