top of page
Natures_Bakery_Logo.jpg

Zambezi | New Business Pitch | Strategy and Creative   

TL;DR

The Ask:

Deliver a creative idea within the Fuel Me Up category positioning that drives awareness and HHP among a younger, child-free audience of 21-35 y.o. – without alienating the Better Believer core audience 

Background:

The brand's recent growth has been remarkable going from insurgent to heavy weight: 

 

  • From #11 to #4 in the better-for-you snack bar category​

  • Tripled revenue in the last few years​

  • Utah manufacturing company facility coming online in 2025​

  • 25-35%  growth MoM ​

  • #1 better-for-you snack bar at Cotsco & Amazon

Audience:

Audience: 

Core: Better Believers

(Parents + Kids 0-12)

​

Growth: Younger, child-free audience of 21-35 y.o

Strategic Media Approach:

Bring the lasting joy of Nature's Bakery into whatever comes next. 

The Challenge:

With the brand growing at an exponential rate, how can Nature's Bakery break through a crowded category to garner more awareness and make more memorable work continuing to build on the brand momentum happening to double HHP. 

The Opportunity:

The opportunity for growth has never been greater. Forget breakfast, lunch and dinner. People can’t get enough of the in-between.

​

Nature Bakery’s differentiated position provides a unique opportunity to connect with consumers across demographics and benefits.

​

Functional benefit: 

Nut-free, vegan, soft baked

 

Emotional benefit: 

Joyfulness + brand purpose

My Role: 

  • Researched trends, audience. and competitive landscape surrounding healthy snacking

  • Helped put together the audience through MRI Simmons

  • Helped to craft the strategic approach and opportunity for the campaign

  • Presented the deck to clients

Brand Background 

The core products are a hit with the raspberry and blueberry fig bars being top sellers

Screen Shot 2025-01-09 at 10.14.36 AM.png

The brand is winning with the product benefits 

Screen Shot 2025-01-09 at 10.16.41 AM.png

The innovation pipeline has expanded the portfolio into new form factors

Screen Shot 2025-01-09 at 10.18.32 AM.png

We have all the ingredients for success...

Screen Shot 2025-01-09 at 10.20.28 AM.png

Deliver a creative idea within the “Fuel Me Up” category positioning

Screen Shot 2025-01-09 at 10.22.23 AM.png

The challenge is a lot of snack bars are trying to own fuel, and it’s all been functional 

Screen Shot 2025-01-09 at 10.24.26 AM.png

Turning a function into a feeling will help us be top of mind for this younger, growth audience 

Screen Shot 2025-01-09 at 10.27.08 AM.png

Snacking has become a premeditated moment of self-care for this audience

Screen Shot 2025-01-09 at 10.29.21 AM.png
Screen Shot 2025-01-09 at 10.29.18 AM.png

Having a positive snacking moment in between life’s busy activities allows them to re-charge

Screen Shot 2025-01-09 at 10.33.38 AM.png

Most moments of joy during the day are fleeting

Screen Shot 2025-01-09 at 10.37.43 AM.png

While this moment of joy may not last forever, the optimism you’re left with sticks with you

Screen Shot 2025-01-09 at 10.41.44 AM.png

Articulating Our Positioning For 21-35 Year Olds 

Screen Shot 2025-01-09 at 10.48.42 AM.png
Screen Shot 2025-01-09 at 10.51.54 AM.png

So whatever our audience faces in their day - good, bad, or ugly…

Screen Shot 2025-01-09 at 10.56.04 AM.png
Screen Shot 2025-01-09 at 10.58.35 AM.png

Team: 

Cat Marsh: Strategist

Matt Babazadeh: Head of Strateagy

Jasmine Green: Associate Director, Social Strategy

Gavin Lester: Partner & CCO

​​

Laura Lapham: Associate Creative Director​

​

Julie Soluri: Associate Creative Director

​

Julia Stain: Growth Executive 

​

Sean Daly: Growth Director

​

Laura Stayt: President

​

Chris Raih: Founder

​

bottom of page