Case Study: Plant Snacks

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.