Overview
In 2017, Plant Snacks launched Cassava Crunch, the first-to-market cassava flour chip. Seeking to become an asked-for “brand destination” among health conscious consumers, the brand realized there was a gap in the market and eight months later shifted focus, dropped the Cassava Crunch name, and relaunched as simply Plant Snacks with a reformulated cassava root chip which – along with the original brand differentiators – was now vegan and free of the Big 8 Allergens.
Assignment
Plant Snacks engaged marlo marketing to develop, launch and significantly grow the brand’s social presence to create brand recognition and awareness, demand and sales both in-store and online.
Strategy
- Concept and launch Plant Snacks social media channels through a multi-layered, visually-led campaign to breakthrough with key audiences – vegan, allergen and health conscious consumers – and cement the brand’s positioning as an innovative, first-to-market cassava chip.
- Create sustained and significant social growth through a mix of unique brand and user-generated content, organic and paid influencer collaborations, like-minded brand partnerships, giveaways, targeted advertising and active daily account engagement.
- Leverage key messages and product attributes (vegan, free of Big 8 Allergens, paleo friendly, non-GMO and free from grain, gluten, corn and added sugar) to differentiate the brand and drive trial.
Results

41.2M INSTAGRAM IMPRESSIONS SINCE VEGAN CHANNEL LAUNCH IN MARCH 2018

+14,720 NEW INSTAGRAM FOLLOWERS; 508 AVERAGE MONTHLY FOLLOWER GROWTH

100+ LIKE-MINDED BRAND PARTNER GIVEAWAYS RESULTING IN 6M+ IMPRESSIONS

2,500+ TOTAL INFLUENCER POSTS FEATURING
THE BRAND

MORE THAN 300% YOY IN-MARKET SALES INCREASE BETWEEN 2018-2019
