Cargill Launches Media Blitz For Natural Sweetener Truvia

Cargill, maker of no-calorie natural sweetener Truvia, has launched a multimillion-dollar print, television, digital and social media advertising campaign designed to “connect with consumers on an emotional level … about their relationship with sweetness.” The company says the campaign features “whimsical tunes and real stories” stressing the food choices people face each day. According to Cargill, Truvia is the leading natural zero-calorie sweetener and third largest U.S. sugar substitute brand. Truvia is made with rebiana, the “best-tasting” part of the stevia leaf, the company says, noting that the new ad campaign was tested nationally using a state-of-the-art bio-sensory measurement tool that tracks emotional and cognitive responses to commercials. The “Sweetness Stories” campaign includes four 30-second television spots as well as 15-second spots.