Launching a beloved organic brand into the mainstream

Nearly 25 years ago Annie’s introduced a simple product—organic mac and cheese—and started to change how Americans look at their food.

With a major success under its belt, Annie’s was ready to grow its brand.


Annie’s wanted to reach a wider audience, and it was Haberman’s job to help them connect with more mainstream consumers.


Better-for-you comfort food.

Haberman brought the message to life in just about every aspect of our work for Annie’s, from media relations to cause-marketing efforts.


Helped Annie’s grow from a somewhat humble challenger for mass-market shelf space to a brand beloved by organic and mainstream consumers alike.

Nurtured Facebook and social media following from zero to hundreds of thousands.

Achieved over 1 billion annual media impressions in TODAY, Good Morning America, The Dr. Oz Show and Everyday With Rachael Ray, among others.