MITX - Massachusetts Innovation & Technology Exchange


April, 2013

Genuine Interactive named as Barbara's Digital Agency of Record

Genuine Interactive, Boston-based full service digital agency, has been selected as the lead digital advertising agency for Barbara's, a company known for making delicious cereals and snacks from simple, wholesome ingredients. Genuine will lead its digital strategy and planning, provide ongoing strategic guidance, and curate editorial content to its Facebook page.

"Building Barbara's digital brand and finding new ways to connect with and learn about our consumers has become a cornerstone in our marketing strategy moving forward; so it was no secret that finding the right digital and creative strategic partner was critical to our success," says Marc Walkin, assistant brand manager leading Barbara's digital strategy. "After an extensive 11-agency search, we couldn't be more excited to partner with Genuine Interactive. Genuine has found a way to walk the very fine line of developing outstanding, innovative creative within the context of grounded, consumer focused strategy. I am thrilled to have Genuine on board to help Barbara's break new ground online."

Since 1971, Barbara's has expanded from a single bakery in the Bay Area into grocery stores nationwide. Barbara's is dedicated to making great-tasting, nutritious cereals and snacks to help people live healthy, active lives. In selecting Genuine, Barbara's cited the digital agency's emphasis on digital strategy and its creative direction in portraying a healthy and wholesome product that connects with its passionate consumer base.

"Barbara's has a loyal consumer base who appreciates the quality of the food that they bring to their families," says Chris Pape, executive creative director of Genuine. "There is a great opportunity to connect with this loyal audience through a socially focused and engaging new digital strategy. We're excited to get started."

Genuine was selected based on the holistic digital, digital media and social media strategy it created for the Barbara's brand. The digital strategy will drive the content and designs for the overall campaign with the goal to increase brand awareness and sales at retail locations. Genuine won the account after going up against a handful of finalists that cannot be disclosed.


About Genuine

Genuine Interactive is a digital agency that provides digital strategy, web design and development, mobile, social media, analytics, and innovative technology services to engage audiences across all digital channels. The independent full service agency is known for successfully combining business goals and engagement strategies to create game-changing digital experiences for its clients. Genuine Interactive is based in Boston, Mass. For more information, visit

About Barbara's

A pioneer in the natural foods movement, Barbara's was founded in 1971 by a 17 year-old girl with a passion for creating great-tasting food from simple, wholesome ingredients. The company's mission remains true to Barbara's original vision: that life is delicious, and is worth taking a bite out of every day! Based in Marlborough, Mass., Barbara's is committed to making positive contributions to the world with donations to national and local nonprofit organizations. For more information, please visit or visit Barbara's on Facebook or Twitter.

MEDIA CONTACT: Lilian Ma;; 617-451-9700

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