Birch Benders: New healthy eating campaign from BSSP

Birch Benders
(Quirky Birch Benders campaign from BSSP)

What constitutes “healthy eating” can vary depending on who you’re talking to – from the strict Keto crowd to those that swear by fast-food salads. But what about the people somewhere in the middle? The folks who take a more balanced approach to their life and wellbeing, who don’t deny themselves indulgences, who believe they can have it all (in moderation). 

Birch Benders is speaking directly to these consumers in its first national advertising campaign which launches today (June 18) spotlighting three of the brand’s flagship “just-add-water pancake & waffle mixes.” 

Created in partnership with agency of record Sausalito-based Butler, Shine, Stern & Partners (BSSP), the campaign introduces the new brand tagline, Bending the Ordinary, highlighting the fun to be had in healthy eating.

The three :15 spots showcase the convenience and quality of the Birch Benders’ products, which include the finest natural & non-GMO ingredients. Check out the new spots below:

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“The relationship with the folks at Birch Benders started off with the two greatest words in advertising. ‘Be weirder’, they said. And so, Bending the Ordinary was born. Not all ads have to be a big budget to be fun and amazing or fumazing. We hope this campaign carries on until humanity is reduced to the cave people days,” remarked BSSP Creative Directors,  Ed Patterson & Jeff Hornung.

This campaign is currently live across digital and social channels with :15 and :06 versions of the spots live across Facebook, Instagram and Pinterest. The campaign also includes paid social and shopper elements.

BSSP is the lead agency for all Sovos brands – Michael Angelo’s, Rao’s Homemade, noosa, and now Birch Benders, after winning the brand in 2020.


CLIENT: Birch Benders


  • Nicole Michels McDonagh – Group Creative Director
  • Jeff Hornung – Creative Director
  • Ed Patterson – Creative Director
  • Sarah Johnson – Art Director
  • Jake Bayham – Head of Strategy
  • Adrienne Johnson – Senior Strategist
  • John Weber – Account Director 
  • Edgar Garcia – Account Supervisor