Manitoba Harvest’s new campaign promotes superseeds’ nutritional value

Hemp and superseed brand Manitoba Harvest has launched a campaign showing consumers they can easily add seeds to their daily routine to enjoy their health benefits. The Superseed it! initiative focuses on the nutrition, sustainability, and versatility of hemp, flax, and chia, encouraging consumers to add these superfoods to their snacks, breakfast, or other meals.

“The Superseed It! campaign reflects what we’ve championed for years: the solution can be as simple as seeds,” Jared Simon, president of Manitoba Harvest and Tilray Wellness, tells Nutrition Insight. Tilray Wellness owns the Manitoba Harvest brand. 

“Seeds are nutrient-dense, versatile, and easy to use, adding both flavor and texture. With this campaign, we wanted to give consumers a refreshing break from trend chasing and wellness overload. Superseed It! resonates because of its simplicity: a sprinkle of seeds can instantly boost any meal.” 

The campaign, launched today, will run through 2026. Its online ads will run nationally on Meta, targeted marketplaces, and search media platforms. The company will also activate its nutritionist, dietitian, and chef ambassador network to amplify its message. 

Focus on education

Simon says consumer data indicate that seeds are thriving within the plant-based movement. Hemp has led the superseed category growth in the past two years, followed by chia and flax. 

“As plant-based trends expand into center store categories like snacking, there is a clear opportunity to educate consumers on the versatility and benefits of seeds.” 

At the same time, Simon notes consumers need more information, which is why the campaign focuses on education. “Many consumers don’t realize hemp hearts are seeds, like chia or flax.”

“The biggest hurdle isn’t interest, it’s understanding how and when to use hemp,” says Simon. “By positioning hemp alongside other superseeds and showing its versatility and compatibility with everyday foods, we help consumers easily see how it fits into their daily lives.” 

The campaign highlights how consumers can add nutritional and sustainable seeds like chia, hemp, or flax to their everyday diet.He details that in a survey of over 13,000 US adults, which Manitoba Harvest conducted last year, 70% of respondents said they “want to purchase hemp seeds but want more information on the nutritional benefits they provide.” Moreover, 79% didn’t know hemp hearts have more than double the protein of chia or flax seeds. 

Superseed nutrients

Simon says hemp is a nutritional powerhouse: “A 30 g serving delivers 10 g of plant protein, 12 g of omega-3 and -6, and all nine essential amino acids, nearly double the protein of an egg.” 

“Flaxseed is also extremely nutrient-dense, with 5 g of protein, 9 g of omegas, and 8 g of fiber per 30 g serving.” 

Simon adds that Manitoba Harvest expects seeds to keep expanding into familiar, family-friendly categories, such as cereals, snacks, and crackers. 

“Our goal is to strengthen leadership in the superseed category by positioning seeds as an antidote to trend chasing and complex wellness rituals while upholding the high-quality standards consumers expect.”

Last year, the brand launched the Manitoba Harvest Bioactive Fiber. This product contains Brightseed’s novel Bio Gut Fiber, which the company discovered through its Forager AI platform.

Sustainability benefits

In addition to nutritional value, Simon says seeds are also “incredibly sustainable.” 

“Hemp, for example, is a carbon-sequestering crop: one acre can offset the carbon footprint of an average American for a year.”

Simon adds that the Manitoba Harvest also appreciates the versatility of the Superseed it! campaign, which was developed in collaboration with Beers With Friends, a creative agency. 

“At its simplest, it inspires, showing a delicious snack or meal topped with seeds that anyone can replicate.” 

“On a deeper level, ‘Superseed’ plays on the word ‘supersede,’ which implies growth and improvement,” says Simon. “This lets us share messages like Superseed your environmental footprint or Superseed your mental load, reinforcing both the sustainability and simplicity of seeds.”