Read the Ingredients reached out due to struggles with social management, scaling advertising, and developing on brand content. Our goal was to identify their target consumer through testing and build a sustainable online sales program.
Through deep ad account audits, we were able to identify core consumers and build our ads and social strategy around maximizing content value. RTI Loaves are a new concept to most people, so consumer education was a major focus in terms of driving interactions and requests for sample packs.
Digital marketing for natural food brands requires a strategic approach that decreases consumer hesitancy caused by an inability to taste, touch, or sample the product prior to purchase.
Prior to working with Triarc the RTI social strategy was scattered and the media didn’t capture the loaves in realistic scenarios.
Our social strategy was focused on educating consumers about plant based eating, and how to make the most of every loaf. While toppings aren’t necessary, we used them as a jumping off point for creating conversations with happy buyers.
Plant based breakfasts are delicious, but people need to know they are convenient too. Our influencer program worked with folks that loved the lifestyle of the brand as much as the loaves.
Influencers helped communicate the convenience of RTI for everyday people, and create content that worked well across multiple platforms. Influencers also helped drive sales with custom affiliate codes.
Protein packed Loaves are delicious, but don’t stand out on their own in a crowded social landscape. We needed to make them look as tasty as they are.
We build our media strategy around the ingredients- Loaves are easier to understand when it's clear how much goes into them, and we found the bright ingredients created excellent contrast on social feeds.
After communicating with consumers and potential buyers, there was a clear need to show the versatility of loaves for breakfast and lunch.
We created an e-book that combined plant based education with unique recipe ideas. This helped remind people of the product in the freezer, and make it more exciting when planning meals for the week ahead. In addition to that, we utilized social graphics to progress the consumers educational journey.