SCALE | New Business Pitch | Strategy and Media
TL;DR
The Ask:
To achieve a household penetration of 15% and market share of 5.5% by 2025.
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
Audience:
Better Believers (Parents + Kids 0-12)
The Product:
Shark FlexStyle is a revolutionary product that twists from dryer to styler in one tool.
Shark FlexStyle empowers you to take control of your routine. Dry while you style with a transforming multi-tool, all with no heat damage.
Audience:
Better Believers. These parents have either a newborn, toddler, or both in the home. They’re always on the lookout for the best products for their children. Nature’s Bakery can provide a new, favorite snack for children.
These parents have children aged 6-11* who are in preschool and elementary school. They have a routine and snacks that they know their kids like. Nature’s Bakery can be the snack that positively shakes up their routine.
My Role:
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Researched trends, audience. and competitive landscape surrounding healthy snacking
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Helped put together the audience through MRI Simmons
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Helped to craft the strategic approach and opportunity for the campaign
Strategic Media Approach:
Fuel everyday wins. Let’s prove that choosing Nature’s Bakery in those everyday moments can make the difference between parents feeling victorious or defeated.
The Challenge:
But with 3,500+ different snack products on-shelf, it would take A DECADE to try a different brand every day. The cluttered category paralyzes consumers when it comes to making a purchase decision.
But in order to capitalize on our buy rate, we need to be more present in a category that’s 90% saturated.
Strategic Approach
Main Objective
Our main objective was to connect to our existing core segment to increase HHP and buy rate.
As we dug deeper, there’s an opportunity to unlock growth by showing up for a snack-hungry younger segment
Media Approach
We see the impact of seasonality around snack interest.
Snack searches are in demand January - September with holidays less top of mind.
Similar to Snack Bar consumers, competitor searches show increase in demand earlier in the year and during back to school.
Nature Valley shows the highest search interest of top 5 competitors
Our tactics will provide the one-two punch needed to get on their radar and close the sale.
With all of this in mind, we wanted to see how Better Believers that Nature’s Bakery can fuel everyday wins
Media Strategy
Holistic Social
Comms Rollout
Team:
Cat Marsh: Strategist
Matt Babazadeh: Group Strategy Director
Natalie Gomez: Director of Integrated Strategy
Grace Teng: Chief Media Officer
Kyle Zvacek: Group Media Director
Jason Yang: Associate Media Director
Whitney Robinson: Media Supervisor
Edgar Sanchez: Assistant Media Planner
Sean Daly: Growth Director
Laura Stayt: President
Chris Raih: Founder