South American CPG company, Grupo Nutresa set its sights on launching its first product in the U.S. — Kibo Chickpea Chips. With a focus on selling through Amazon while building up a retail presence, the high-protein chip needed a strategy and brand for their new North American target audience — starting with Austin, the launch city.
We created a digital-first, go-to-market strategy that defined audiences and messages and then translated it into a reimagined brand, website and plenty of content.
We started with our audience, identifying online tribes of healthy snackers to understand target audiences based on their affinity for similar brands and likelihood to buy snacks on Amazon.com. “Healthy Snacker” target profiles were built with hyper-focused demographics — interests, brand affinities, personality traits, shopping behaviors, influencer relationships, messaging hierarchy and content preferences.
The brand was developed to appeal to our audience and stand out in a crowded North American CPG market. The look and feel got a digital-first makeover including accessible color combinations and Google fonts. While the playful voice was developed to set Kibo apart, one chip pun at a time. A brand narrative brought the personality to life, utilizing our new messaging hierarchy that balanced delicious and nutritious. A tagline was created to quickly sum it all up — “Say Yum to Nutritious.”
In order to build a much needed asset library, we held a three day photoshoot to capture packaging, lifestyle images and video content. It gave us a range of vibrant imagery to work with as we build out content across all touchpoints.
The website tells the “nutritious + delicious” story, highlighting real ingredients, bold color combinations and a lot of sassy copy. Paid and earned content and Amazon store assets utilize content buckets to feature messages that will resonate with our North American Snacker. And a micro influencer program got the tasty chips into the hands of people who would give it a shout out, or two, or three.
After launching on Amazon, the brand has had great success in making it to retailer shelves and consumer bellies.
As the creative director on the project, I partnered with the strategy lead to set a creative vision that carried out the strategic recommendations. And then oversaw a very talented team as we brought this one to life.