Annie's: Back-to-school shopping list: Pencils, books -- and mac and cheese

It's a departure from the brand's first TV campaign, a whimsical look at the history of organic food and Annie's (from General Mills' internal agency, The Bellshop) that ran for a few months starting in August 2017.Annie's, which began in 1989 with mac and cheese, was acquired by General Mills in 2014 and has since expanded into areas such as cereal, soups and yogurt. Those items aren't called out in the new spots. Mac and cheese, still its bestseller, is featured along with grahams, cheddar snacks and fruit snacks. The "more than just food" campaign is meant to build off of last year's campaign, says Priscilla Zee, senior marketing manager at Annie's."A lot of people that buy our mac and cheese don't necessarily know that our fruit snacks exist, or don't necessarily buy across the aisle in our crackers," says Zee, who joined the Berkeley, California-based brand in 2017 after marketing roles at General Mills.Continue reading at AdAge.com