Case Studies
Case Study: Appealing to Discerning Customers
Situation:
It only took one bite to know Gnarly Jerky had a fantastic product. What they needed was to align their high-end product with the premium branding it deserved… AND stand out in a crowd of more than 300 jerky brands. How do you take a truck-stop snack and turn it into high-end protein fuel.
Solution:
Going from an idea to a product is hard. Making sure that product is differentiated in the marketplace is even harder.
While we couldn’t change the name, the first thing we did was elevated the branding and packaging, highlighting their global flavor profiles to appeal to a more sophisticated palate. Then we repositioned the brand to focus on active lifestyle consumers, an untapped audience in this category. Finally, we reshaped their marketing from a more NASCAR-based audience to more of a lifestyle focus, with activities like hiking, yoga, surfing, and kayaking, along with open-wheel racing – actives that appeal to discerning consumers.
Results:
With this new, more targeted marketing in place, we launched our “Get Out. Get Gnarly.” campaign using digital as well as traditional media.
These efforts delivered more sales in 30-days than the company had achieved during the entire prior year.