Culcherd
Culcherd is a healthy and sustainably created plant-based CPG dairy alternatives brand.
The Task
Create a re-brand launch campaign that reaches and engages a younger audience - the new target market
The Process
DEFINE
The Challenge
Most users and customers are of an older demographic
Insights
Observation
Insight
Plant-based dairy has a reputation to be less flavouful
People will not spend premium prices on unknown products
People are weary of the unknown and seek familiarity
Younger followers do not interact with current branding
Younger followers expect and trust more trendy & aesthetic content
STRATEGIES
Targeting
BIG IDEA
The price point needs to be justified by illustrating how the brand fills in the taste and texture gap in the vegan product market via selling an experience. The experience the brand provides hinges on the brand pillars – flavour, health, sustainability. The goal of this Big Idea is to illustrate that this experience is embedded and integral to the brand DNA to thwart doubt and offer eventual familiarity.
EXECUTION PLAN
Execution plan centers around tackling the outlined challenge through creating content and marketing materials that fit the three pillars of the Big Idea + introducing the new branding
Culture
Not only focuses on the values of the brand and sustainability as a social movement, but also how it feels to consume Culcherd with loved ones - including yourself!
Cultivate
Social Content
Highlights simple ingredients, probiotics, & health benefits of the products
Click for next slide!
Social Media Ads / Content
Retail End Cap
Endcap mock of farmers' market setup
Culinary
Showcases flavour, recipes, and case uses of the products
Social Content
New Branding Reveal
Example post to unveil new branding direction, introducing the campaign's Big Idea, new packaging, and updated branding elements
Mock IG Feed
Interactive mock feed!
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