WHAT MATTERED
JUST TALKING ABOUT HEALTHIER INGREDIENTS WOULDN'T CUT IT.
THE OPPORTUNITY WAS TO MAKE THEM MEAN SOMETHING TO YOUNG CONSUMERS.
USA
CAPABILITIES
Market Segmentation / Audience Strategy / Consumer Insight / Brand Strategy / Communications Strategy / Content Strategy / Social Media Strategy /
-------WHAT WAS GOING ON
Cheddies was an emerging challenger brand with strong product credentials — including 6g of protein and 100% real cheddar cheese — but was still defining its audience, positioning and communications.
In an increasingly crowded better-for-you snack market, product benefits alone weren't enough to build a distinctive brand.
-------------WHAT WE SAW
Young consumers weren't only becoming more conscious of what was inside the products they consumed. They were also demanding greater authenticity from brands and using social media to express who they were.
That created a connection between product authenticity and personal authenticity.
---------WHAT WE CHANGED
We connected audience insight, brand and communications strategy around an emerging brand idea:
Beautiful inside.
And a potential creative expression:
Show what you're made of.
Cheddies could reveal what it was made of while inviting its audience to do the same.
-----------WHAT HAPPENED
The work gave the founders a clearer strategic direction for the developing brand, connecting product truth, audience insight and communications.
While the proposed platform wasn't ultimately taken into creative execution, the strategy helped Cheddies move beyond product attributes towards a more meaningful brand territory — contributing to the foundations for its growth and eventual acquisition.