Ello Launches First Brand Campaign Focused on Everyday Family Routines

Ello, the Chicago-based brand recognized for its colorful and design-forward drinkware and food storage solutions, has announced its inaugural brand campaign, "Keep It Fresh." The campaign, launching this fall across CTV, digital, and social platforms, aims to unite Ello's food storage, hydration, and kids' products under a single brand identity.

The "Keep It Fresh" campaign challenges the notion of the "perfect" family meal, instead advocating for flexibility and embracing the realities of everyday family life. It highlights the creative reuse of leftovers, the value of spontaneous moments, and finding joy within daily routines, moving beyond the pressure of constant meal planning.

"People know Ello for products they use every single day, but we want them to know us for something bigger than a leakproof water bottle or adorable lunch box," stated Jill Pearson, EVP at Leapfrog Brands, Ello's parent company. "'Keep It Fresh' is about building a brand people want to bring into more parts of their lives. It gives us one idea that can grow across categories while still staying true to what made people choose Ello in the first place: kitchen products that make everyday life easier and leave a little more room for fun."

The campaign is particularly relevant for busy families, acknowledging the stress often associated with meal preparation. It suggests that memorable family experiences often arise from deviations from strict schedules rather than from perfectly executed plans. The campaign was developed in partnership with creative agency Ceiling Train and features real families to capture authentic interactions.

"Keep It Fresh" will be visible across CTV, digital, and social channels starting in late September. The campaign aims to resonate with consumers by celebrating the imperfect, yet cherished, moments that define family life.