DEFINING THE CHALLENGE
Our goal was to develop a compelling, informative brand and messaging that told the product story, as well as to help the brand prepare for a Walmart line review and execute the 2021 national program to support the brand’s success and $15-$20M in annual sales at Walmart.
The final name and brand positioning highlights both the innovative, category-altering technology as well as it’s superior performance and sustainability versus peat moss. The multi-channel marketing program for Walmart positions Beyond Peat as the future of soil amendments, and educates consumers about its new premium Bio-Fiber™ Technology.
We developed an identity system that positions Beyond Peat as the premium high-tech, fully sustainable soil choice and highlights the Bio-Fiber Technology. The packaging clearly summarizes the benefits of each type of Beyond Peat soil mix, while the website provides consumers information about why Beyond Peat soils are the premium choice, explains the Bio-Fiber Technology, and directs customers to their nearest Walmart to purchase.
PAGES PER VISIT
BUILDING BRAND AFFINITY
Ongoing content development and community management to build consumer engagement and build brand affinity and buy-in. Fan acquisition campaigns helped build the Facebook audience and a website referral program is now underway to drive traffic to local Walmart stores.
To build a social media community we have partnered with top-ranking home-and-garden influencers. These influencers can deliver the Beyond Peat brand experience in a way that feels natural and reaches the right audience.
Our PR focus initially was work with influencers on social, video, and blog content that will live on into next spring. Shawna Coronado developed a video series for Fall 2021 with a plan to repost the videos in Spring 2022. Rachel Quenzer from Sugar Maple Farmhouse was very happy with how the soil performed in her first batch of content.
We also created a digital media kit to send to media members for story collateral, and key editorial placements are underway.