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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: 

  • Researched trends, audience, and competitive landscape surrounding mothers and food 

  • Put together a qualitative study for the pitch and research

  • Helped put together creative thought starters and jumping off points

  • Helped to craft the strategic approach

Goal:

Double the business by 2025 with a rocket ship idea. 

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. 

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Pouches

Meals

Bars

But we're is currently fighting three fronts.

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Awareness

"Baby Brand"

Price Perception 

Until today, we’ve primarily talked about our functional benefits.

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Healthy nutrition is table stakes for the category. 

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And, more importantly, there is nothing rational about parenting. 

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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.

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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.

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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.

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Cross-comms buildout and audience 

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It's not easy hitting the high expectations

OUR AUDIENCE HAS SET FOR THEMSELVES.

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Amidst the chaos, properly nourishing your kid is A GLORIOUS FEELING 

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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. 

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When your kid loves nutritious food it’s a major parenting win.

STRATEGIC APPRAOCH:

WIN PARENTING 

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Strategy Team: 

Account Team: 

Creative and Production Team: 

Matt Babazadeh: Head of Strategy

Angelina Nguyen: Account Executive

Jeri Low: Executive Producer

Cat Marsh: Strategist

Marc Mason: Group Account Director 

Dustin Mulstay: Head of Production

Alex Cohn: Head of Content

Matt Sherman: Group Creative Director

Gavin Lester: Chief Creative Officer

Jaimee Kiersted: Creative 

Andy Holdeman: ACD / Copywriter

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