Basic B Says Lowes Food Brown Bag Brand Is "Totes Nutrish"

A new campaign for Brown Bag, Lowes Foods’ private label brand, slays thanks to the introduction of a basic b**tch spokeswoman who embodies the campaign’s nutrish new tagline: Sometimes it’s good to be basic. 

Created by independent New York agency Walrus, which has been Carolinas grocer Lowes Foods’ AOR since 2019, the campaign uses a satirical take on social media tropes to assure consumers that whenever they pick up a Brown Bag item, they are getting a product made with ingredients that are clean, simple (with no artificial flavours, artificial preservatives, artificial sweeteners, synthetic colours, high fructose corn syrup, MSG and hydrogenated oils) - you might say, basic. Hence the new spokeswoman, the prototypical “Basic B” you see across TikTok and Instagram spouting internet slang and giving wannabe influencer vibes. She may be cringe, but she’s also the perfect person to remind consumers that Brown Bag is basic—in a good way.

The centrepiece of the campaign is a series of social media videos in which the Basic B lavishes praise on Brown Bag products using the kind of social media gibberish that’s all too familiar to Lowes Foods’ target audience, millennial families. The ads will play across CTV and social media (YouTube, TikTok, Instagram, and Facebook), with additional assets appearing in OOH and in-store. The campaign launches this month and will run throughout the year. 

“With lots of new innovation, Brown Bag has been a key growth driver for Lowes Foods over the past few years. With only simple and clean ingredients our message to consumers around Brown Bag is pretty basic--and what better a spokesperson to deliver that message,” said Anne Whitfield, director of brand development, Lowes Foods.

“We wanted the work to embody the simple, basic nature of Lowes Foods Brown Bag products and Basic B gave us a platform to get across ALL the greatness of being basic,” said Paula Beer Levine, managing director, Walrus.

Founded in 1954, Lowes Foods is a grocery chain headquartered in Winston-Salem North Carolina provides a distinctive grocery shopping experience worthy of its Carolina roots. Lowes Foods brings local food and experiences, with a focus on fresh foods prepared in-house—as well as national grocery brands— to customers throughout North Carolina, South Carolina, and Virginia.

As Lowes Foods’ private label brand, Brown Bag is dedicated to providing 100% of the good stuff and none of the junk. The “7 Nos” of Brown Bag are no artificial flavours, artificial preservatives, artificial sweeteners, synthetic colours, high fructose corn syrup, MSG, or hydrogenated oils. Lowes Foods is proud to provide over 900 Brown Bag skus across every category in the store.