Zambezi | Creative Brief + New Business | Strategy
TL;DR
The Ask:
Create a plused-up new campaign approach and assets to cut through the noise and boldly
emphasize what makes this brand superior.
Problem To Be Solved:
The brand has mainly attracted parents with babies when the product caters from first bites to first snacks. How can we get parents to see Once Upon a Farm products as more bringing more meaning to the brand.
Insight:
Amidst all the parenting struggles and self-doubt, feeding your kid a nourishing meal is a vital moment of glory.
My Role:
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Researched trends, audience, and competitive landscape surrounding mothers and food
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Put together a qualitative study for the pitch and research
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Helped put together creative thought starters and jumping off points
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Helped to craft the strategic approach
Goal:
Double the business by 2025 with a rocket ship idea.
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Brand Awareness: Improve current / potential consumers general aided awareness
• Customer Acquisition: Grow HHP
• Brand Love: Grow NPS score
• Sales: Drive velocities overall
• Sales: Drive velocity increases for the Refrigerated Oat Bar
Audience:
“Jessica” represents modern moms who seek the very best in healthy snack options for their children,
even if it isn’t the most convenient. They are mature, label fluent and nutritionally informed, educated, with higher disposable income and
are willing to pay more for healthier and organic products for themselves and their families
They have a child in the house under 6 and are more likely to also have a baby.
Their household size
is at least 4 people.
They invest in the best for their children and are willing to pay for a balance of both
convenience and nutritional value
Brand Challenge:
The brand has only hit on the functional benefits of the product. With functional claims being table stakes for the category.
Cultural Forces:
There is nothing rational around parenting, it's filled with many highs and many lows. Parents are looking for those moments where they feel like they're succedding.
Strategic Approach:
Win parenting.
In today’s health-conscious world, discerning between “healthy” and
truly healthy can be a tricky game.
Of Americans are confused by healthy food labels and claims
80%
But we've got a range of healthy, delicious products for all ages and stages.
Pouches
Meals
Bars
But we're is currently fighting three fronts.
Awareness
"Baby Brand"
Price Perception
Until today, we’ve primarily talked about our functional benefits.
Healthy nutrition is table stakes for the category.
And, more importantly, there is nothing rational about parenting.
It's filled with highs
It's filled with lows
In order to command a more premium price point, we need to
build more meaning into the brand.
13%
Price premium for high strength brands
Because we're not here to solely make better snacks and food.
We're here to make snacking and food better.
What we have to offer is much bigger than what we've communicated
Better Ingredients
Natural farm-sourced and free from preservatives + additives
Better For Kids
Provides them with all the right kinds of healthy nutrition
Better Standards
Test for 400+ environmental and industrial toxins, including heavy metals
Better For Parents
Gives them confidence in what they feed their kids
Better Impact
Support organic farm development and sustainable packaging
Better For The World
Helps pave a path for a more sustainable planet
If we want parents to take more notice of our brand, we
HAVE TO SHOW HOW WE MAKE PARENTING BETTER.
Acknowledging the realities
The emotional roller coaster of postpartum for new mothers is a lot. But Dove showed moms some real empathy, helping them cope with the pressures.
Helping their journey
Every new parent does what they need to do to survive, and coffee is part of what parents need to keep their energy going. Amazon shows they give this father exactly that so he can be the best dad and husband.
Going a layer deeper
Tony, a child of deaf adults, has always straddled two worlds. With Google’s assistive technologies, Tony and his family could share special moments.
Cross-comms buildout and audience
It's not easy hitting the high expectations
OUR AUDIENCE HAS SET FOR THEMSELVES.
Amidst the chaos, properly nourishing your kid is A GLORIOUS FEELING
80%
Of parents say they’d like their children to develop a taste for healthier foods
Especially since food can
BRING OUT THE BEST IN YOUR KID.
When your kid loves nutritious food it’s a major parenting win.
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STRATEGIC APPRAOCH:
WIN PARENTING
Creative Work
Campaign Mentions
Strategy Team:
Account Team:
Creative and Production Team:
Matt Babazadeh: Head of Strategy
Angelina Nguyen: Account Executive
Jeri Low: Executive Producer
Cat Marsh: Strategist
Alyssa Tigue: Group Account Director
Dustin Mulstay: Head of Production
Rachel Lynn: Account Director
Alex Cohn: Head of Content
Gavin Lester: Chief Creative Officer
Alayna Zidek: Senior Art Director
Alexa Thomas: Senior Copywriter
Laura Lapham: ACD Copywriter
Julie Soluri: ACD Art Director