The Consumer Brands Association has declared this week (December 1-5) as National Consumer Transparency Week and launched a new campaign aimed at promoting transparency in the consumer-packaged goods industry. This campaign, which includes a “six-figure ad buy”, highlights the industry’s commitment to providing safe, convenient, and affordable products, including food, beverages, household items, and personal care products.
As part of the campaign, a 30-second commercial titled "Grow Your Own" began airing today on TV and digital platforms in the Washington, D.C. area, with more ads to follow. The commercial features a stressed-out mom in her living room, surrounded by chickens and holding a butcher’s knife. The message is clear: growing your own food is not always the solution. Instead, the ad emphasizes that convenient, nutritious, and affordable products from well-known brands are there to help. The announcer says, "Sometimes you just need convenient, nutritious and affordable – America’s favorite brands make that possible."
The ad, along with other marketing efforts in the campaign, also promotes important initiatives aimed at increasing transparency in the consumer products industry. These include SmartLabel, a QR code that gives consumers easy access to detailed product information, and Facts Up Front, which provides key nutritional facts directly on packaging. New resources like the Food Processing Facts website are also introduced to further educate consumers.
A new website called TruthAboutIngredients.org has been launched. This website aims to help consumers "cut through the noise" and access clear, factual information about the products they use every day, allowing them to make informed decisions.
The goal of National Consumer Transparency Week and this campaign is to build trust and awareness, ensuring that consumers have the information they need to make smarter choices about the products they purchase.
Executive Statement
According to Melissa Hockstad, president and CEO of Consumer Brands, the makers of America’s favorite household brands have long been committed to transparency and empowering consumers to make informed purchasing decisions about the products they rely on. But they also know consumers expect more information today about what’s in their products.