REAL GOOD
FOODS
Repositioned a frozen high-protein challenger brand for broader appeal, growing its buyer base from 4.1M to 5.8M households.
/ BRAND REPOSITIONING & CAMPAIGN
BACK TO WORK
Build a distinctive, scalable brand that could compete with category leaders without losing what made the product unique.
Challenge
Strong product, under-known brand outside niche health-focused groups. Up against Tyson, Perdue and Just Bare and lagging on awareness, consideration and trust.
Context
Approach
We flipped the script on wellness branding and built a brand platform that highlights the tension between indulgence and nutrition. My strategy partner and I defined the full creative strategy, clarifying who we were growing with and what the brand needed to stand for to win them.
Approach
We flipped the script on wellness branding and built a brand platform that highlights the tension between indulgence and nutrition. My partner and I defined the full creative strategy, clarifying who we were growing with and what the brand needed to stand for to win them.
In a category driven by ease, indulgence and cravings, “better-for-you” brands fall short. To take the brand from niche to mainstream we combined health credibility with the visual & emotional appeal of fast food to show that you don’t have to choose between mindful eating and satisfying your cravings.
In a category driven by ease, indulgence and cravings, “better-for-you” brands fall short. To take the brand from niche to mainstream we combined health credibility with the visual & emotional appeal of fast food to show that you don’t have to choose between mindful eating and satisfying your cravings.
We built a creative system and brand platform that brought category-defying energy, giving the brand clarity, confidence and a distinctive, consistent expression across touch points.
We built a creative system & brand platform that brought category-defying energy, giving the brand clarity, confidence and a distinctive, consistent expression across
touch points.
The creative was built to convert from awareness to purchase. In real time, we pressure tested the system with a successful new product launch.
At every step, the work was aligned to the business funnel so creative was never just for attention, it was built to convert from awareness to purchase. In real time, we tested the system with a successful new product launch.
At every step, the work was aligned to the business funnel so creative was never just for attention, it was built to convert from awareness to purchase. In real time, we tested the system with a successful new product launch.
The creative was built to convert from awareness to purchase. In real time, we tested the system with a successful new product launch.
Established a scalable system of over 1000 assets + guidelines, enabling the growth-stage team to execute consistently across channels .
Established a scalable system of 1000s of assets + guidelines, enabling the team to execute consistently across channels
Collaborated on brand strategy, then led creative development, art direction and design execution across the brand rollout.
My Role
A clear, distinctive shift in how the brand shows up earned attention, built trust and meaningful brand equity with the next generation of shoppers.
Impact
Collaborated on brand strategy, then led creative development, art direction and design execution across the brand rollout.
My role
A clear, distinctive shift in how the brand shows up earned attention, built trust and meaningful brand equity with the next generation of shoppers.
Impact