The Many Wins Nature's Bakery as Agency of Record

The Many landed Nature's Bakery as agency of record. The independent shop will handle strategy and creative for the better-for-you snack brand, with the first campaign launching early 2027.

The win was announced April 23 by Rahul Badhana, The Many's Chief Strategy Officer, via LinkedIn. No pitch details or incumbent agency information was disclosed.

Nature's Bakery sells fig bars, brownie bars, and oatmeal crumble bars through major retailers including Walmart, Target, and Whole Foods. The brand positions itself in the health-conscious snacking category: gluten-free, non-GMO, plant-based options competing against established players like KIND and RXBAR.

The Many, founded in 2016 by CEO Matt Maran and President Allegra Harrison, operates out of Los Angeles. The shop's current client roster includes HBO, Audi, and Neutrogena. Recent work includes Audi's electric vehicle campaigns and HBO's series launches.

This marks Nature's Bakery's first publicly announced agency relationship in recent years. The brand's previous advertising efforts focused heavily on retail activation and digital channels rather than broad creative campaigns.

The early 2027 launch timeline suggests The Many is building a platform campaign rather than tactical work. Nature's Bakery competes in a category where creative differentiation matters: the better-for-you snacking space saw $50 billion in U.S. sales in 2025, according to Nielsen data.

No financials or scope details beyond strategy and creative were announced. The campaign launch coincides with Nature's Bakery's typical spring retail reset period when snack brands push new positioning ahead of summer buying cycles.