Overview
Beyond Peat
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 Beyond Peat product story, as well as to help the brand prepare for a Walmart line review. We were tasked with executing a national program to support the brand and achieve $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 its superior performance and sustainability compared to peat moss. The multi-channel marketing program for Walmart positioned Beyond Peat as the future of soil amendments, and educated 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 efforts initially focused on partnerships with influencers on social, video, and blog content that would be relevant for future buying seasons. Shawna Coronado developed a recurring video series, while Rachel Quenzer from Sugar Maple Farmhouse was very happy with how the soil performed in content shared with more than 100,000 Instagram followers.
We also created a digital media kit to send to media members for story collateral, and key editorial placements are underway.
