Brown Bear For Brown Bag

Carolinas-based grocer Lowes Foods is on a mission to prove that 'No One Foods Like Lowes Foods.' And when it comes to its private brand, Brown Bag, no one quite advertises like it either.

The latest campaign for Brown Bag, titled 'Brown Bear,' features an oddly relatable (and sometimes sophisticated) talking bear delivering the clean, flavourful goodness of Brown Bag products - with a little help from his quirky squirrel sidekick. From bear skin rug references to ursine towel drops and snack-induced 'human' hibernation, 'Brown Bear' playfully targets millennial consumers and families, promising that Brown Bag products are as natural as they are satisfying.

Created in partnership with independent creative agency Walrus, Lowes Foods’ AOR since 2019, the campaign showcases the brand’s knack for bold, unconventional storytelling.

As private label grocery brands thrive - becoming a booming and lucrative market over the past four years - Brown Bag has emerged as a key growth driver for Lowes Foods. With over 900 skus spanning every category, from frozen foods to salty snacks and specialty sauces, customers flock to Brown Bag not only for its unbeatable value and quality, but also for its approachable and beloved marketing.

'Brown Bear' marks the third campaign from Walrus for Brown Bag since 2021 when the brand debuted its first animated series of BroBaMeNoJu ads touting its 'no junk' promise. That was followed by the wildly successful 'Basic B' campaign, in which a wannabe influencer hilariously showcased the private label’s 'slay' ingredients with a barrage of 'cringe' gen z slang - proving that basic is better when it comes to the food your family eats.

"To put a new spin on the tried-and-true spokesperson format,” explained Walrus’ senior copywriter Marco Diaddezio, “Walrus dreamed up a spokes-bear with a taxidermied squirrel sidekick, to tell people all about Lowes Foods' private label brand, Brown Bag, from their unique (and slightly unhinged) perspectives.”

“We’ve been as committed to building a personality and brand for Brown Bag as we have for Lowes Foods,” said Anne Whitfield, director of brand development at Lowes Foods. “It’s a level of entertainment and creativity that our guests expect and appreciate, that really differentiates us from our competitors.”

'Brown Bear' will run in :15 and :06 second versions across CTV and paid social (YouTube, Instagram and Facebook) with additional assets appearing OOH and in-store.