Zambezi | New Product Launch | Strategy and Creative
TL;DR
The Ask:
Deliver a creative concept for the digital launch that will generate organic buzz and excitement.
Audience:
New and existing Better Believers, these are busy Millennial parents with school-aged kids (6+) with a high household income. They’re looking for snacks that fuel the whole family.
Strategic Media Approach:
Show how Hearty Bar fuels family time with the right kind of positive energy.
The Challenge:
Articulate "Fuel Anytime" for our Better Believer audience where Hearty Bar is your daily soft-baked bar that gives you a boost to take wherever the day takes you.
The Product:
Hearty Bars, a new line of deliciously soft baked grab-and-go snack bars, great for the whole family.
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Nature’s Bakery Soft Baked Protein Bars are oven baked with fruit, oats and plant-based protein in a deliciously unique soft baked texture.
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The Opportunity:
Frame "fuel anytime" highlighting the "baked for the win" sentiment and protein's key role for active families.
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 Approach
This new innovative product already has so much to love
Right now, snacks, especially protein snacks for kids and parents are separate, with the focus being on energy or hunger.
Hearty Bar is unique as it’s convenient, tasty AND filling giving shared energy and protein the whole family can love
