Snack Time Meets Story Time
How Stauffer's Simply Animals and Reading Is Fundamental drove national awareness for children's literacy
Two anniversaries. One mission. Measurable reach.
Simply Animals launched a high-visibility integrated press and digital advertising campaign designed to connect with families through educational content and playful storytelling. The campaign successfully expanded brand reach for both Simply Animals and RIF while reinforcing the product’s family-friendly positioning and strong tie-in of reading to snack time.
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A rebrand with purpose, and a partner who shared it
In early 2026, Stauffer's announced the national rollout of Simply Animals®, a refreshed name and identity for its beloved animal crackers, the first significant brand evolution in the product's 155-year history. The rebrand preserved the taste and quality families trusted while introducing a cleaner look, a simpler name, and a formula free from high-fructose corn syrup and artificial colors, produced in a U.S. peanut-free facility.
Rather than launching quietly, Stauffer's chose to mark this milestone with purpose. With National Reading Month in March as a natural hook, and two significant anniversaries on the calendar, Stauffer's 155th and RIF's 60th, the conditions were right for a partnership that aligned a beloved family snack brand with the nation's foremost children's literacy organization. RIF's 60-year focus on ensuring kids furthest from opportunity have access to books, reading confidence, and a foundation for success aligned directly with Simply Animals' family-first values.
"We are honored to partner with Reading Is Fundamental, which for 60 years has helped children discover the joy of reading. Our two legacy organizations are coming together with a shared commitment to nourishing young minds and supporting the next generation of families."
— Ken Vlazny, Senior Vice President of Sales and Marketing, Stauffer's'
Stauffer's Partnership Spotlights
Stauffer's Simply Animals and RIF serve the same audience: families with young children. Where RIF reaches those families through books, educators, and reading programs, Simply Animals reaches them through the snack aisle, the lunchbox, and the kitchen table. It created the perfect alignment to support a national press tour during National Reading Month to provide meaningful literacy tips and resources with families listening to local news, national news, radio stations and digital platforms.
A co-branded children's book
Simply Animals published "Bryson's Rocket Riddles," a new children's book inspired by one of its new brand characters with input from RIF’s content team. The book was made available for purchase to support the campaign, with 20% of proceeds directed to RIF's literacy programs, turning every sale into a direct act of literacy investment.
The decision to anchor the partnership in a children's book, rather than a donation or co-branded campaign alone, is particularly well-considered. "Bryson's Rocket Riddles" gives the partnership a tangible, lasting artifact. Every copy purchased extends the partnership's reach and keeps both brands present in the home long after the crackers are gone.
Timed to National Reading Month
The partnership launched in February 2026 ahead of March's National Reading Month, maximizing earned media potential and aligning with a moment when families, educators, and retailers are already primed to engage with reading themes. RIF’s Dr. Erin Bailey shared insights on how families can engage their child in reading while enjoying snack time.
Articles & Media
Explore all published articles and media about the RIF x Simply Animals partnership
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