OVERVIEW
Category-Altering Organic Technology
Beyond Peat™ is a revolutionary soil mix that replaces peat moss with a new organic technology that improves environmental sustainability while delivering better performance.
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 solution
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.
BRAND DEVELOPMENT
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.
12.5 M
Total Visits
10.8 M
New Visitors
12.5 K
Page Views
1.24
Pages Per Visit
Building brand affinity
Ongoing content development and community management helped 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.
1.6M+
Impressions
79.2K
Engagements
520
Fans
158.5K
Video Views
Public relations
Our PR focus initially was to work with influencers on social, video, and blog content. One of the influencers our team worked with was Shawna Coronado. She created a fall video series to share with her audience. In addition to Shawana, we worked with Rachel Quenzer from Sugar Maple Farmhouse, who shared that she was very happy with how the soil performed in her first batch of content.
As part of these collaborations, we also created a digital media kit to send to media members for story collateral, and key editorial placements.
