BACKGROUND

The brand's growth ambitions depended on expanding distribution in Conventional channels, including innovating in new categories. But, there was internal debate about how the Conventional channel shopper differed from the Natural channel shopper (if at all) and how the marketing mix might need to change to win with them.

APPROACH

• Conducted digital ethnographies with 40 granola consumers nationwide, each with an interest in wellness

• Identified the Growth Consumer and discovered that they are cross-channel shoppers who are unwilling to compromise "joy" (e.g., taste and delight) for health

• Discovered that the founder's story (Elizabeth Stein) would be influential with Growth Consumers, but few people knew that Elizabeth was a real person; so we made recommendations to make Elizabeth a more prominent part of marketing communication

DELIVERABLES

• Consumer Manifesto that defined the Growth Consumer

• Top 3 marketing levers to build the brand with the Growth Consumer

• Assessment of necessary packaging design improvements

• Design Thinking session with the full marketing team to translate insights into actionable marketing ideas

RESULTS

• Drove best-in-class brand refresh across all existing SKUs, leading to velocity improvements in retail

• Helped enable successful launch into breakfast cereal

• Referrals from Swander Pace (their private equity investor) to other portfolio companies