Go Pure is inserting itself into the lives of busy parents, highlighting how it’s an on-the-go snack for kids and adults alike.

The Leclerc snack brand’s hero spot depicts the chaos many parents experience while getting their kids ready for school in the morning. Marie-Josée Massicotte, communications director and brand manager for Groupe Leclerc, says the Go Pure campaign positions the snacks as a healthy family option for mornings.

The creative emphasizes the brand’s better-for-you properties with its “pure goodness” tagline, showing a parent taking a bite out of the snack that she packed for her kids. Digital messaging explicitly calls out the product being tailored “for all the ways you’re on the go.”

Elyse Boulet, CEO and managing partner with longtime agency partner Pigeon, says Go Pure is expanding its portfolio and has been looking to get consumers to view its products as healthy, natural and family-accessible.

The first phase of the campaign began earlier this year with a digital push through social, web banners and YouTube. The current phase is appearing in broadcast, on social and online. 00001 Production produced the spot, with the help of Circonflex and Post 430. The media agency is Carat.