cooksimple

Getting to Whole Foods

Challenge

A line of all-natural meal kits The Healthy Pantry (think “healthy Hamburger Helper”) was founded on the principle that people will eat healthier if doing so is tasty, easy, and convenient. The brand launched in 2010 and was experiencing difficulty growing its distribution channels and driving sales, due to an uninspiring brand message, unprofessional packaging, and a lack of awareness. marlo was brought in to re-brand and re-launch the line with the goal of transforming the product from
online/limited retail distribution to a major player on grocery store shelves.


Solution

We began with a complete re-branding process, beginning with the name which we changed to cooksimple. This was followed with a new logo, hiring the right team of food stylists and food photographers to properly represent the finished product, packaging that clearly and concisely communicated the brand promise, and a website that communicated key elements of convenience, taste and health.

Our next step was developing and executing on a comprehensive PR campaign including media relations (consumer, grocery trades, nutrition, dietary restrictions), blogger relations (mom, vegan, gluten-free) and and social media programs.


Results

The new packaging drove interest among consumers and retailers alike. For the first time, the line could be found on the shelves of prominent players such as Whole Foods, Wegmans, Safeway and Stop & Shop.

As a result of a comprehensive media relations program, we secured top-tier results in national consumer outlets including Real Simple, SELF, Living Without and Natural Solutions; regional coverage in outlets including The Detroit News and The Arkansas Democrat-Gazette; trade coverage in publications such as Progressive Grocer and Today’s Dietitian and business features in Inc. and Fast Company.

Our blogger outreach proved successful as well, resulting in positive coverage by bloggers across relevant categories, as well as word-of-mouth via give-aways of product to their readers.

We relaunched the website and social media in Q2 2012 and had more than 4,000 Facebook likes and 1,000 Twitter followers secured by 2013.

Between 2010 and 2013, grew brand from >100 distribution points to more than 7,000 accounts across North America.

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