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Un(think) Foods
integrated launch Campaign

The Goal

To launch a new brand of flour that is much healthier for the consumer than regular all purpose flour, encourage people to try it, and design a strong brand positioning that can translate to their full product line.

Background

The Issues

Flour is a mundane, everyday ingredient that people use all the time but don't really think of. Most Americans don't remember the last time they needed to buy flour, even though its a staple, much like salt and pepper. So how do we convince people to drop their staple flour brand and join Un(Think)?

Discover the Why

How does the average American engage with Flour

Traditional Flour

Category research

Social Listening

Flour Alternative

Category research

Surveys

Why do we need a "healthy" version of flour.

Flour Based Foods/ Products

Category research

In Depth Interviews

THE Situation

By understanding how people regularly engage with flour; flour's historic and multicultural significance, and how mitigating or mute the health concerns that are loosely associated with flour- we can reposition the industry of flour with he launch of this brand.

Here's what we found:

Every corner of the earth uses traditional wheat flour to make cultural foods.
America's millennial base has is the most diverse population base in the US.
Cultural diversity and food strike a particularly strong chord with millennials.

Empower The team:

They discovered . . .

Flour is a culturally connective ingredient that binds every culture on earth to each other.

Aside from technical advances, there has been no innovation to the way wheat is processed into flour in thousands of years.

Millennials are uniquely separated from the culture of their ethnic background because many of them are multi-generational.

Which lead to these solutions

To successfully launch this brand to the fore front of peoples minds we needed to position flour as a daily essential, and connect with consumers on a deeper level than personal health because we are saturated with competitors that already positioned themselves that way.

Managing the Project

Client:
Bagel Bites

Sekayi

Strategic & Creative Team

Working with the CLIENT:

1. Establish a Strong Relationship

2. Develop a Comprehensive Strategy

Schedule ideation check ins.
- follow-up the brief.
- insight check in
- campain direection check in.
- Pitch.

3. Execute and Optimize the Campaign.

Working with the Team:

1. Goal-Setting and Tracking:

set measurable goals
Monitor and track goals via monday.com
Assign tasks and develop a comprehensive SOW fro each team member.

2. Team Dynamics:

Set team operating standards
Systemize collaboration.

3. Execution and Optimization.

Organize production schedule
Organize post production roll out.

What does this all mean?

BRAND VALUE

- Un(think) has the power to really redefine the industry of flour. This campaign at their launch could become a core part of their identity. We've seen time and time again when embracing diversity authentically and thoroughly, consumers become brand loyalists. Rihanna's Fenty is a prime example. This campaign also allows the brand to champion health and wellness without being perceved as patronizing.

The two pillars the CMO wanted was to encourage trial and start a movement. It's easier to try new things when it is presented as familiar; and to start a movement you have to be emotionally invested, what better way to spark that, than by celebrating people for who they are?!