Challenge
CPG startup Blake’s Seed Based struck a chord with consumers with great-tasting, healthy, and top 8 allergen-free snack bars. Following a successful Kickstarter campaign and strong initial sales, Blake knew he needed a world-class brand. We researched industry trends, competitor practices, consumer behaviors, and the future of the marketplace to develop a foundational strategy to help Blake’s succeed in a highly-competitive category. CPG startup Blake’s Seed Based struck a chord with consumers with great-tasting, healthy, and top 8 allergen-free snack bars. Following a successful Kickstarter campaign and strong initial sales, Blake knew he needed a world-class brand. We researched industry trends, competitor practices, consumer behaviors, and the future of the marketplace to develop a foundational strategy to help Blake’s succeed in a highly-competitive category.
Solution
We researched industry trends, competitor practices, consumer behaviors, and the future of the marketplace to develop a foundational strategy to help Blake’s succeed in a highly-competitive category. We leaned into carefree living to establish the brand as inclusive, easygoing, and wellness-focused. Consumers care more about what is in their food than what it’s free from, prompting the name change from Blake’s Nut-Free to Blake’s Seed Based. In its simplest form, our strategy positioned the brand to be one thing, For Everyone. We collaborated with the Blake’s team to create a vibrant, tropical aesthetic, keeping the handwritten mark from the previous branding. We veered from the saturated color block packaging typically chosen by competitors, instead leveraging a white packaging background and illustrations. We used custom social audiences to connect Blake’s with relevant prospects. We educated consumers through emails and organic content. Additionally, we leveraged email marketing to further educate, engage, and drive sales.
Results
We developed a keyword strategy that addressed consumers at every stage of the conversion funnel. To ensure that we didn’t miss out on potential customers who were actively looking for Blake’s or related products, we deployed AdWords to drive traffic and conversions using both short- and long-tail keywords.
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