How can a plant-based brand bring more joy to snacks?

Real Food from the Ground Up was launched in 2018 to provide a better-for-you spin on classic and beloved snacks like pretzels, chips and puffs using vegetables as its main ingredients. Despite achieving phenomenal growth in its first year thanks to its amazing tasting snacks, the RFGU team felt that the brand lacked a clear and compelling story--both for retailers and consumers (most people didn’t recall its name). So the brand set out to better understand consumers and figure out what unique story it could own in a snack-crowded market.

Through our insight and foresight work, we identified key consumer segments, explored their choice drivers and uncovered key paradigm shifts that could help us think about snacks differently. By understanding the key tensions around snacking, which often lead to a sense of sacrifice or compromise, we were able to carve out a unique philosophy for the brand.

from less is more
to more is more

We created a positioning statement that allowed the brand to connect with its target on a more emotional and positive level, tell a unique story, and celebrate its inherent goodness. This was translated into a revamped packaging design that built off existing equities and dialed up the fun and energy that the brand wanted to embody. Our work also helped to inform key messaging on packaging, website and communications as well as support a stronger sell-in story to new retailers.

Armed with a lively new pack and a clearer story, the brand was able to secure more shelf-space at new retailers, gain distribution and boost sales.

What we did: Consumer Insights, Foresight Analysis, Brand Positioning, Messaging, Packaging Design, Digital and Retail Activation