Grainful Brand Extensions
Scope | Package Design + Media Partnership + Social Media + Digital
Immediately following the successful re-launch of Grainful’s original 8 meals, we began to collaborate with our clients on the next phase of Grainful’s brand growth. This included two primary objectives: 1) Get on-shelf at Target 2) Build general awareness for the Grainful brand; both challenging goals for a small, independent company.
Goal One: To achieve the first goal we created a Target-exclusive line of meals (now available at multiple retailers) demonstrating the same illustrative storytelling and shelf impact that made the original 8 skus a retail and awards success story. The creative strategy aligned with Target’s design-forward pov and provided incentive for Millennials to pause as they traveled down the frozen aisle. The sales effort was supported with a L&TM custom animation video for the Target buying team.
The result: Grainful went on-shelf at over 1600 Target stores in 2019.
Goal Two: To build national awareness, we looked at how to best maximize impact and authenticity with Grainful’s audience, while minimizing spend. The decision, a multiple-flight media partnership with Well + Good, supported by social and digital efforts. Well + Good’s philosophy of living an approachably healthy and balanced life allowed Grainful to seamlessly weave their food story into narratives on Spring Cleaning Your Freezer and Good Grains. Each article was flanked with customer adds allowing viewers to take a Which Flavor Are You?.
Engagement was incredible. We surpassed our goals by 16%, reaching over 4.6mm curated impressions and drove Amazon sales for the first time.
